Once blamed for losses, returns as customer-first strategy
Seafood restaurant chain Red Lobster is bringing back its “Endless Shrimp” promotion, a fan-favorite deal that once contributed to the company’s financial troubles.
The company said it will relaunch the limited-time promotion starting April 20, citing strong customer demand. The updated menu includes one new dish along with four returning favorites.
CEO Damola Adamolekun said the move is part of a broader effort to prioritize customers. “We are bringing back one of our most beloved promotions,” he said. “This is about putting our guests first.”
The “Endless Shrimp” deal gained massive popularity when it was introduced in 2023, but it also led to about $11 million in losses within just three months due to surging demand and rising costs. The financial strain contributed to Red Lobster filing for Chapter 11 bankruptcy protection in 2024.
Following restructuring under new ownership and management, the company had previously indicated it had no plans to revive the promotion. The latest move marks a reversal of that stance.
The promotion is priced at $25 and features a new item, “Marry Me Shrimp,” along with returning dishes such as Shrimp Linguini Alfredo, Garlic Shrimp Scampi and Coconut Shrimp.
The company has not announced an end date for the promotion.
With dining costs continuing to rise, restaurant chains are increasingly turning to value-driven deals to attract customers. Competitors including Olive Garden, Chili’s and Applebee’s are also rolling out budget-friendly promotions to compete for diners’ spending.
