When Olive Garden first opened its doors in Orlando, Florida, in 1982, the restaurant faced unexpected chaos. The popularity of the new dining establishment led to long lines and an overwhelmed kitchen staff. Blaine Sweatt, a cofounder and general manager, quickly realized the need for a solution to keep customers satisfied while they waited for their main courses. This necessity birthed the now-iconic offering of endless breadsticks, soups, and salads.
Jaime Bunker, Olive Garden’s senior vice president of marketing, explained the strategy: “It made guests really happy, but it also helped the kitchen catch up since servers could get them themselves.” This special, initially a quick fix, became a staple on Olive Garden’s menu, offering guests a choice between soup or salad, alongside unlimited breadsticks, with any entrée order.
The Birth of a Culinary Icon
The introduction of the endless option was more than just a temporary solution; it became a defining feature of Olive Garden’s brand. Four decades later, the offering remains a favorite among budget-conscious diners seeking value, especially during times of economic uncertainty. The deal includes unlimited freshly baked breadsticks paired with a choice of soups such as Chicken and Gnocchi, Pasta e Fagioli, Minestrone, or Zuppa Toscana, or a salad.
Bunker emphasized the cultural significance of the offering, stating, “It’s a tradition for the brand that even to this day embodies that spirit that we have of Italian generosity, of family, hospitality, of being in someone’s home, where they just want nothing more than for you to have a good time and to be well fed.” Maeve Webster, president of consulting firm Menu Matters, noted the special’s importance to Olive Garden’s identity, despite pressure from investment groups to remove it due to profitability concerns.
Enduring Through Challenges
About a decade ago, Olive Garden faced criticism from a prominent investor in its parent company, Darden Restaurants, who was dissatisfied with the chain’s sluggish sales. The investor released a nearly 300-page slideshow criticizing the breadsticks and sauce, suggesting management changes. Despite these pressures, Olive Garden remained steadfast in its commitment to the endless breadsticks, a decision Webster praised: “You have to give Olive Garden and those running it credit for being true to that brand identity and sticking with it, even if it costs a little bit more.”
The endless option not only offers value to customers but also benefits Olive Garden. Webster highlighted that breadsticks and soups are cost-efficient with high-profit margins, while salads, though slightly more expensive due to produce costs, are economically integrated into the menu pricing. Darden Restaurants has been cautious about price hikes, only raising Olive Garden’s prices by about 2% last year, below the inflation rate.
Expansion and Adaptation
The popularity of Olive Garden’s endless offerings led to their expansion beyond breadsticks, soups, and salads. In 1991, the special was introduced as a lunch option and later expanded to dinner. In 1995, Olive Garden launched the “Never Ending Pasta Bowl,” a promotion that appears annually, except during the peak of the COVID-19 pandemic. This promotion aligns with back-to-school season when consumers are looking to save money.
Olive Garden’s focus on value is evident in its recent sales performance. The return of value options, like the buy-one meal and get a take-home meal deal, contributed to a 6.9% sales increase in the last quarter, marking the chain’s best same-store sales performance in three years. Although Darden doesn’t expect such high growth to continue, it forecasts a solid 2% to 3.5% rise in same-store sales for the coming year.
Commitment to Core Values
Rick Cardenas, Darden CEO, noted that Olive Garden is attracting customers by offering better value compared to fast food and grocery shopping. “Our consumers want to go out and spend their hard-earned money, and we think we’re taking some wallet share from fast food and fast casual,” he stated during a call with analysts. Olive Garden plans to introduce more lower-priced options and does not anticipate further price increases.
Webster attributes part of Olive Garden’s success to its ability to stay true to its identity, avoiding distractions from industry trends. Bunker confirmed that Olive Garden has no plans to alter or remove the endless soup, salad, and breadsticks option, affirming, “We’re very committed to giving our guests never-ending, abundant, crave-able Italian food at an everyday value.”
As Olive Garden continues to uphold its tradition of endless offerings, it remains a beloved choice for diners seeking both value and a taste of Italian hospitality.
