*Nearly a year and a half after emerging from bankruptcy, Red Lobster may be ready to revisit the promotion that helped sink it.
The seafood chain is reportedly considering bringing back its fan-favorite “Endless Shrimp” deal as a limited-time offer, according to Bloomberg. A company spokesperson stopped short of confirming the news but made clear the promotion still holds a special place with customers.
“Endless Shrimp has long been a Red Lobster guest favorite and one of our most popular promotions for 20 years. We’re always paying attention to what our guests are asking for,” the spokesperson said. “We’re grateful for the enthusiasm and encourage guests to keep sharing their feedback with us. We’re listening.”
The all-you-can-eat shrimp deal has a complicated history with the brand. For close to two decades, it thrived as a limited-time event, drawing crowds each time it returned. That changed in 2023, when Red Lobster made the $20 promotion a permanent menu fixture. Demand quickly spiraled beyond what the chain could absorb, and one quarter alone saw the chain take on close to $11 million in losses, with seafood procurement costs taking a serious hit.
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Now under new leadership, the chain is working to turn things around. CEO Damola Adamolekun is spearheading a broad revival strategy. The plan involves shrinking the menu by around 20% while bringing in fresh additions including lobster bisque and seafood boils, alongside a reworked in-restaurant experience.
The company continues to assess the scope of its restaurant operations following the closure of roughly 130 locations during bankruptcy, and more closures may follow. Adamolekun acknowledged the road ahead in a February interview with The Wall Street Journal, saying, “There’s a lot of positive signs, but we inherited a very damaged brand, so there’s still work to do to repair all of that.”
MORE NEWS ON EURWEB.COM: Red Lobster Appoints Former P.F. Chang’s CEO Damola Adamolekun to Lead During Crucial Restructuring Phase
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