Red Lobster is again betting on bottomless crustaceans, just not quite as bottomless as before. After bankruptcy, then a restructuring, the chain now is reviving its "Endless Shrimp" deal for the first time since the 2024 collapse that executives say was worsened by making the promo a too-cheap fixture, per the Wall Street Journal. "When our fans talk, we listen," CEO Damola Adamolekun said. He adds, per a release: "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."
This time around, the offer is on a limited-time basis, available only at participating locations, and off-limits for takeout, delivery, or on holidays, per the Journal. Prices start at $24.99 in some markets, up from the days when the special went for $15.99 and later $20. The promo—boosted by former majority owner Thai Union with pricier shrimp varieties—once drew heavy traffic but also helped generate an $11 million quarterly loss and strained staff as diners tried to haul their shrimp home in containers.
Although some Red Lobster fans are "already salivating" at the latest news, others who've worked there offer a different take, per Business Insider. "It turns the patrons into demons, and the restaurant into hell," wrote one online commenter, who said they'd worked as a server at Red Lobster for seven years. "I have never seen any one corporate decision supply more chaos, unhappiness, and disdain for humanity than endless shrimp. Hug a Red Lobster employee today. They need it." Red Lobster, which saw US sales slip 6% last year, to $1.6 billion, across 520 restaurants, is still closing locations and renegotiating leases as it tries to prove that, this time, "Endless Shrimp" can fill seats without draining profits.
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