Red Lobster might be taking an old page from its playbook to win over consumers’ hearts.
The seafood restaurant chain is reportedly considering the return of endless shrimp, the all-you-can-eat deal that was one of Red Lobster’s most iconic promotions.
Although the promotion dates back decades, it was originally only offered for limited amounts of time—that is, until previous owner Thai Group made it a permanent menu fixture in June 2023.
At $20 for bottomless shrimp, many argue the move contributed to the seafood chain’s financial woes and its eventual Chapter 11 bankruptcy in May 2024.
According to bankruptcy filings at the time, the year-round endless shrimp promotion had cost the company $11 million.
The promotion was later dropped from the menu, “because I know how to do math,” Red Lobster CEO Damola Adamolekun told Today later that year.
Now, almost two years into Adamolekun’s crusade to achieve the “Greatest comeback in the history of the restaurant industry,” the promotion might be coming back after all.
