Inflation-weary Americans are flocking back to unlimited food deals as restaurant chains revive all-you-can-eat promotions to lure diners through the door, even though one infamous example previously helped push Red Lobster into bankruptcy. Red Lobster has brought back its wildly popular bottomless meal deal, while Applebee's has also rolled out similar offers this spring as restaurants battle slowing customer traffic and rising food costs.
Red Lobster's Endless Shrimp comeback
Endless Shrimp carries a complicated history for the seafood chain. The promotion was originally introduced as a limited-time fan favourite, but was later made a permanent menu fixture in 2023 — a decision that quickly spiralled into financial disaster. The deal proved far more popular than expected, with diners repeatedly returning for high-cost shrimp dishes that wiped out profit margins and led to an estimated $11 million loss in just a few months.
That loss contributed to Red Lobster filing for Chapter 11 bankruptcy protection in May 2024, alongside broader pressures including rising labour costs, expensive leases, and weakening footfall across casual dining chains. The company was subsequently taken over by new owners and restructured after exiting bankruptcy later that year. A new leadership team was installed, including current chief executive Damola Adamolekun, who took over in 2024 as part of the turnaround effort. At the time, the new boss was openly sceptical about bringing back Endless Shrimp, saying he understood 'how to do the maths' and warning that the promotion had previously overwhelmed kitchens and strained operations.
Despite that history, the chain is now cautiously reviving a limited-time version of the deal, arguing it remains one of its most requested promotions and a powerful driver of customer traffic at a time when restaurants are fighting to get diners back through the door. The revised version is being positioned very differently from the old format, with tighter controls designed to avoid the runaway costs that helped sink it before.
Applebee's and other chains join the value war
Applebee's also recently relaunched its 'All You Can Eat' special for $15.99, offering unlimited boneless wings, riblets, Double Crunch Shrimp and endless fries. The promotions are part of a wider restaurant industry push to win back customers whose budgets have been battered by years of inflation. While restaurant spending rose 2.7 percent over the past year, overall retail sales climbed faster, according to recent economic data, suggesting consumers are becoming increasingly selective about eating out. At the same time, the cost of restaurant meals and takeout jumped 3.6 percent year over year, putting extra pressure on diners.
That has triggered what some analysts are calling a new round of restaurant 'value wars,' with chains reviving crowd-pleasing unlimited food offers in hopes of boosting foot traffic. Earlier this year, Buffalo Wild Wings also revived a bottomless appetiser deal offering unlimited snacks for $9.99.
How diners can maximise value
While the promotions may sound like a dream for hungry customers, experts say restaurants are carefully designing the menus to encourage diners to fill up cheaply and quickly. Deal-hunting expert Kristin McGrath from The Krazy Coupon Lady said consumers who understand the strategy can stretch the bargains much further. 'It's how you order that gets you the best value,' McGrath told MarketWatch.
According to experts, one of the biggest mistakes customers make is loading up on carb-heavy dishes designed to make them feel full before they consume more expensive proteins. At Red Lobster, that means avoiding the Shrimp Linguini Alfredo despite its popularity. 'As delicious as it is, the Shrimp Linguini Alfredo is loaded up with cheese and pasta, so that restaurant is betting that you're going to fill up faster,' McGrath explained. Instead, she recommends focusing on options such as coconut shrimp or shrimp scampi, which contain more seafood and less filler. The same strategy applies at other chains, where endless breaded items, fries and pasta can quickly crowd out more valuable menu items.
Consumers are also discovering another loophole: strategically combining bottomless deals with regular menu orders. For example, Buffalo Wild Wings customers can use the endless appetiser promotion for pricier items such as mozzarella sticks while separately ordering cheaper menu items à la carte to take home later. Experts say this effectively allows diners to maximise the 'high-value' foods during the meal while still getting leftovers for another day.
Loyalty programmes and group deals
Restaurant loyalty programmes are also becoming an increasingly important part of bargain hunting. Many chains now hide discounts, freebies and promotional offers behind app memberships or rewards accounts. 'We're seeing a lot of restaurants now put their deals and freebies behind that rewards wall,' McGrath said. Some group-friendly promotions can also significantly reduce costs for families. Buffalo Wild Wings' appetiser deal, for example, allows sharing among groups of up to four people, bringing the effective cost down to around $2.50 per diner if split evenly.
Restaurant consultant Craig Miller said many chains are now reviving similar deals largely out of desperation to boost traffic. 'These brands are throwing things at the wall to see what sticks,' Miller told MarketWatch. The promotions may help generate short-term buzz, he warned, but they do not necessarily create long-term customer loyalty. For now, though, hungry diners appear more than willing to take advantage. Applebee's says its all-you-can-eat promotion is dine-in only and limited to one person per order, with no sharing allowed. Red Lobster's Endless Shrimp deal is also restricted to dine-in customers. Neither chain has announced when the latest promotions will officially end.
