Red Lobster’s “Ultimate Endless Shrimp” promotion became a permanent feature on the menu, aiming to drive foot traffic during slower months and offering diners the option to order an endless amount of shrimp-based dishes. But, despite popular demand, Red Lobster struggled to turn a profit, causing a downturn for its owner, Thai Union. This led to the realization that the promotion’s price point needed adjusting.
Simultaneously, foot traffic at all-you-can-eat chain restaurants saw a significant increase, as Americans continue to feel the impact of consumer price increases. This shift towards unlimited dining options is reflected in the 125% spike in visitors to Golden Corral, Cicis, and Pizza Ranch over the past two years.
Elizabeth Napolitano
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