Planet Hollywood International names new CEO
Themed restaurant concept Planet Hollywood announced the addition of David Crabtree as its new president and chief executive officer, according to the Orlando (Fla.) Business Journal
Prior to joining the Orlando-based company, Crabtree spent 12 years as chief operating officer for sales and marketing at Westgate Resorts. There he oversaw the expansion of the privately-owned vacation ownership company.
“With his strong operations and financial background, David has the expereince and drive that will prove invaluable as we grow our existing businesses and expand into new ventures,” Chairman Robert Earl said in a statement.
Crabtree also previously spent six years as executive vice president of Debbie Reynolds Hotel & Casino in Las Vegas.
Planet Hollywood International, the parent company for Planet Hollywood restaurants and Buca di Beppo Italian restaurants, is also a holding company for various other food concepts including Earl of Sandwich, Planet Dailies, “Popstar! Magazine,” and Planet Hollywood Hotels and Resorts Worldwide.
Director of Sales Training and Communications Jo Ann Ferrari told WinmoEdge that Crabtree was tapped for this new leadership role at Planet Hollywood International
due to his extensive travel and hospitality industry expertise.
She said that in his new role, Crabtree will oversee several of the company’s restaurant brand concepts, including Planet Hollywood, Planet Dailies, Earl of Sandwich and Buca di Beppo.
“The Planet Hollywood restaurant concept has been globally-renowned for immersing guests in the world of Hollywood glamour by offering a distinctive menu... collectible merchandise and artifacts from the largest movie and television memorabilia collection in the world.”
Planet Dailies is a 24-hour coffee shop that provides guests with a “trendy” atmosphere with digital media that features the news of the day, sporting events and entertainment news.
“With an expensive menu spanning 200+ items, featuring traditional breakfast favorites to salads and its famous Asian Noodle Shop, Planet Dailies is a crowd-please,” Ferrari said.
She went on to describe Earl of Sandwich as a quick-service sandwich concept chain that features a menu of sandwiches, wraps, grab-and-go salads and desserts.
“Buca di Beppo is the most recent addition to the Planet Hollwood family, featuring an authentic Italian-inspired cuisine in an eclectic, vintage setting,” Ferrari said
In addition to overseeing Planet Hollywood’s various restaurant brands in the United States and Europe, Crabtree will concentrate on restaurant operations in Mexico and focus on growing the Planet Hollywood brand and name via licensing deals in other business segments, like travel and hospitality.
“Crabtree will also provide the direction for ‘Popstar! Magazine,’ a popular teen and tween magazine that blends celebrity profiles with exclusive content and interactivity with fresh, fun service elements,” Ferrari said.
His short-term plans include a focus on the company’s online and interactive marketing strategies, database modeling and marketing and continued development and expansion of the customer database.
“While the company has utilized traditional marketing initiatives and methods for attracting new customers and reaching existing brand-loyal customers, Crabtree plans to concentrate on interactive marketing media and methodologies to further pinpoint target audiences while growing the database,” our source said.
Additionally, key marketing programs and promotions with attractive, targeted messaging, designed to pique the interest of the customer base will be tweaked and refined under Crabtree’s supervision. Ferrari said that these programs will be implemented to further increase the brand identity and awareness of Planet Hollywood International’s concepts among varied target audiences and markets.
“While the U.S. economy has affected many industries, including the restaurant industry, Crabtree is confident the Planet Hollywood restaurant brands will continue to be competitive, highly-attractive and reasonable dining selections for its loyal customer base and new customers alike,” she said.
In a brief statement, Crabtree told WinmoEdge that he intends to assist Planet Hollywood International create opportunities to reach potential customers to offer them an affordable place to dine with their family and friends, and to “enjoy exceptional and appealing dining options.”
Ferrari said that with the company’s national partnerships and outside agencies, the Planet Hollywood International marketing team will continue to expand brand awareness for all concepts under the direction of Crabtree.
According to The List database, Planet Hollywood International handles its media efforts in-house.
The Nielsen Company reported that Planet Hollywood International spent about $2.7 million on measured media in 2009. About $900,000 was spent on local newspaper ads, about $600,000 was spent on B-to-B ads and about $500,000 was spent on outdoor ads.
Planet Hollywood International Inc.
6052 Turkey Lake Road
Orlando, FL 32819
Jo Ann Ferrari
Director, Sales Training & Communications
President & Chief Executive Officer