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  "documentTitle": "Darden Restaurants, Inc. (DRI)",
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  "authorName": "Jeffrey C. Smith",
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      "text": "24.6% of current advertising costs (assumes a ~40% reduction in traditional media combined with a ~120% increase in digital/social media)",
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      "text": "By aligning advertising spend closer to industry standards at Olive Garden, we estimate Darden could improve EBITDA by $62 million – coupled with an increase in traffic.",
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      "text": "Previous opportunities: $187.0 million; + Olive Garden advertising and marketing opportunity: $62.0 million; Cumulative opportunity: $249 million",
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