A customer reaches for a shrimp from a heaping platter at a busy restaurant.
Red Lobster is reportedly considering bringing back its popular “Endless Shrimp” promotion as it seeks to revitalize sales following its 2024 bankruptcy. The seafood chain, which filed for Chapter 11 in May, is exploring the return of the all-you-can-eat deal as a limited-time offer, potentially as soon as this month, according to a Bloomberg report.
The “Endless Shrimp” promotion, while popular with customers, previously led to significant financial losses for Red Lobster. In 2023, the company expanded the promotion to a permanent menu item, leading to approximately $11 million in losses in a single quarter due to high demand and strained supply costs. One diner claimed to have eaten 108 shrimp in one sitting.
A Red Lobster spokesperson stated that the company is listening to customer feedback and that the promotion remains a customer favorite. However, they did not confirm any immediate plans to revive the deal.
Damola Adamolekun, who took over as CEO in August 2024, is leading a turnaround strategy focused on increasing traffic and modernizing the brand. Efforts include trimming the menu by about 20%, introducing new items, and revamping the in-restaurant experience. The company is also reassessing its footprint after closing about 130 locations during bankruptcy, with additional closures still under consideration.
Adamolekun told The Wall Street Journal in February, “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.”
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