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Red Lobster is reportedly weighing the return of its popular “Endless Shrimp” promotion as part of a broader campaign to revive sales following its bankruptcy in 2024.
The all-you-can-eat deal — which previously resulted in millions in losses — could return as a limited-time offering, possibly as soon as this month, Bloomberg reported, citing sources familiar with the plans.
A spokesperson for Red Lobster told FOX Business that the company has “nothing to announce at this time,” but stressed that the promotion remains a long-term customer favorite and that the company is closely monitoring guest feedback.
“Endless Shrimp has long been a Red Lobster guest favorite and one of our most popular promotions for 20 years. We always pay attention to what our guests are asking for,” a spokesperson said. “We appreciate the enthusiasm and encourage guests to continue sharing their feedback with us. We are listening.”
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A sign is posted outside a Red Lobster restaurant on April 17, 2024, in Rohnert Park, California. (Justin Sullivan/Getty Images)
Red Lobster filed for Chapter 11 in May 2024 after mounting losses, including fallout from the $20 “Endless Shrimp” deal that was extended to a permanent menu item in 2023.
The promotion was designed to drive traffic, but demand outstripped supply and the cost of supply was difficult.
In one example, a diner claimed to have eaten 108 shrimp in one four-hour sitting.
While it drove strong customer traffic, it also led to an estimated $11 million loss in one quarter and supply costs. Almost two decades earlier, it was successful as a limited-time offering, according to Bloomberg.
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A bowl of coconut shrimp is pictured at a Red Lobster restaurant in Yonkers, New York, on July 24, 2014. (Michael Nagle/Bloomberg via Getty Images)
The potential revival comes as Red Lobster works to rebuild momentum nearly 18 months after emerging from bankruptcy.
CEO Damola Adamolekun, a former PF Chang executive who took over in August 2024, is leading a turnaround strategy focused on increasing traffic and modernizing the brand.
Efforts include cutting the menu by about 20%, introducing new items like lobster bisque and seafood boils and rolling out an updated feel for the restaurant, according to Bloomberg.
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CEO Damola Adamolekun, a former PF Chang executive who took over in August 2024, is leading a turnaround strategy focused on increasing traffic and modernizing the brand. (Fortress Investment Group)
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The company is also reviewing its footprint after closing about 130 locations during the bankruptcy, with more closures under consideration, Adamolekun said. The Wall Street Journal in the February interview.
“There are a lot of good signs, but we inherited a very damaged legacy, so there is still work to be done to fix all that,” Adamolekun told the Journal at the time.
FOX Business’ Eric Revell and Daniella Genovese contributed to this report.
