Red Lobster has announced that its popular “Ultimate Endless Shrimp” promotion will be a permanent part of the menu, responding to calls from major shareholders to provide customers with more value. For $20, customers can enjoy two initial shrimp dishes and then order more, with options like coconut shrimp, garlic grilled shrimp skewers, and garlic shrimp scampi. The meal also includes a side dish of the customer’s choice and Cheddar Bay Biscuits. Originally offered in September during a slow period, the promotion is now available every day, all day.
Red Lobster’s shareholder, Thai Union, reported a profit from operations for the first quarter of this year, signaling a turnaround from the previous year’s loss. However, Thai Union’s CFO, Ludovic Garnier, emphasized the need for Red Lobster to continuously offer good value to customers, as price sensitivity is a key factor in the United States market.
While the move to make Ultimate Endless Shrimp a permanent menu item carries some risks, such as losing the marketing impact of the promotion, restaurant analyst John Gordon believes it will attract a specific customer base and boost sales. He also acknowledges the potential challenge of increased shrimp costs affecting the promotion’s price.
Despite these considerations, Thai Union has expressed no plans to sell Red Lobster in the near future. The seafood supplier became a stakeholder in Red Lobster in 2016 and later acquired the rest of the company in collaboration with a group of investors in 2020.
Red Lobster’s “Ultimate Endless Shrimp” promotion has been a favorite among customers for over 18 years. Red Lobster’s Chief Marketing Officer, Patty Trevino, stated that the company plans to introduce more excitement related to Ultimate Endless Shrimp later in the year.
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