GENERAL MILLS RESTAURANTS (CHART)

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Leadership: Ron Magruder, president, Olive Garden; Jeffrey J. O'Hara, president, Red Lobster; John L. Finley, president, China Coast. Headquartered in Orlando, Fla.

Sales: $2.96 billion, up 8% for the fiscal year ended May 29. By chain: Red Lobster 59%, Olive Garden 34%, China Coast 7%.

Industry rank: In 1993, Red Lobster was 13th among the top 100 U.S. restaurant chains, based on systemwide sales; Olive Garden was 18th.

Agency: Grey Advertising, New York

Recent successes: Completed initial 30-unit rollout of China Coast; renovated 18% of Red Lobster's 670 units

Problem spots: In February, laid off 84 employees, 7% of its headquarters staff. Third-quarter same-store sales for Red Lobster and Olive Garden were down 2% and 6%, respectively.

1994 challenges: Boost average unit sales at China Coast and solidify future expansion plans; communicate Red Lobster's new ambience with less food-focused ads; add more authentic Italian dishes and wine to Olive Garden.

Source: Advertising Age and company reports

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