Red Lobster is bringing back its popular Endless Shrimp promotion, despite the deal previously contributing to the chain's bankruptcy in 2024. The all-you-can-eat offer became a permanent menu item last year, resulting in losses of around $11 million in three months, pushing the restaurant chain into Chapter 11 bankruptcy.
The promotion returned to all Red Lobster locations on Monday for a limited time, following customer demand. Diners can choose from five shrimp dishes, including Shrimp Linguini Alfredo, Walt's Favourite Shrimp, Garlic Shrimp Scampi, Parrot Isle Coconut Shrimp and a new “Marry Me Shrimp” inspired by a viral online recipe.
Chief executive Damola Adamolekun said in a statement: “We’re excited to bring it back, for a limited time, in a way that works for our business today and honours what made it special from the beginning. Because when our fans talk, we listen.”
The bankruptcy led to the closure of over 100 of the chain's nearly 650 restaurants. Red Lobster was subsequently sold to a new firm, which helped turn the business around. However, Adamolekun told The Wall Street Journal that the chain has yet to return to pre-bankruptcy performance levels and that underperforming stores are likely to close to cut costs.
Under Adamolekun's leadership, Red Lobster has revamped its menu, introduced a happy hour and launched a “red carpet hospitality” programme to improve customer service. The chain aims to modernise its nearly 60-year-old brand and repair its reputation.
