Red Lobster is betting that one of its most talked-about promotions can make a smarter comeback this time around. The seafood chain announced April 20 that its Endless Shrimp deal is returning for a limited time at participating locations, two years after the company’s 2024 Chapter 11 bankruptcy filing.
The promotion had previously been linked to major financial losses. Reports from 2024 stated Red Lobster lost $11 million during the third quarter of 2023 after making Endless Shrimp a permanent menu item. Even after the price increased from $20 to $25, the company reportedly did not see enough additional customer traffic to offset costs.
Red Lobster later removed the deal and moved through a bankruptcy restructuring that included restaurant closures across the United States. Thai Union Group Plc, which took control of the brand in 2021, also announced its exit from the company, citing “negative financial contributions to Thai Union and its shareholders.”
Now, the chain says customer demand helped drive the return of the promotion.
This is about putting our guests first and bringing back something they truly love,” Red Lobster CEO Damola Adamolekun said in a statement.
“Endless Shrimp has been a part of Red Lobster’s legacy for 20 years and our guests have never stopped asking for it,” he said. “We’re excited to bring it back, for a limited time, in a way that works for our business today and honors what made it special from the beginning. Because when our fans talk, we listen.”
The returning offer includes a choice of side and four familiar menu options: Shrimp Linguini Alfredo, Walt’s Favorite Shrimp, Garlic Shrimp Scampi and Parrot Isle Coconut Shrimp.
Red Lobster is also adding a new option called Marry Me Shrimp, featuring shrimp in a tomato cream sauce topped with garlic-herb crumble.
