Red Lobster Revives Endless Shrimp Promotion

"I wanted you to be the first to hear it from us, your favorite shrimp promotion over the past 20 years is back. So come soon, come hungry, and start enjoying your endless today."

Red Lobster has announced the return of its Endless Shrimp promotion to restaurant menus nationwide. The promotion offers customers unlimited shrimp dishes for $25.

The promotion is available for a limited time.

The Menu

The promotion includes five shrimp dishes: one new recipe and four returning favorites.

• New Dish: "Marry Me Shrimp," inspired by online recipes.
• Returning Dishes: Shrimp Linguini Alfredo, Walt's Favorite Shrimp, Garlic Shrimp Scampi, and Parrot Isle Coconut Shrimp.

Background & Reversal

Red Lobster previously offered an Endless Shrimp promotion that became a menu staple in 2023. That promotion resulted in approximately $11 million in operational losses over three months. These losses contributed to Red Lobster filing for Chapter 11 bankruptcy in 2024.

After emerging from bankruptcy under new ownership, Red Lobster appointed a new CEO. In July 2024, the CEO stated the company had no plans to bring back the Endless Shrimp promotion.

CEO Damola Adamolekun framed the reversal as a customer-focused decision, stating: "This is about putting our guests first and bringing back something they truly love." The company stated that customers have frequently requested the promotion's return.

Industry Context: The Value Proposition

Bank of America senior restaurant analyst Sara Senatore commented on the broader trend of value promotions in the restaurant industry.

"There's a lot of evidence that these value offerings... have been really successful in bringing customers in. There is some risk that you bring in a lot of traffic and that people only come in for that item."

Senatore also noted a shift in consumer behavior: "We are seeing consumers, they still want to go out to eat, but they go out less frequently. And when they do go out... they are choosing to spend their hard-earned money in places that offer them great value and also great experience."

According to Bureau of Labor Statistics data, dining out prices have increased nearly 4% compared to the same time last year.

Promotional Landscape

Other major restaurant chains have introduced similar value-focused deals:

• Olive Garden: Buy One, Take One deal with two pasta dishes for $14.99.
• Chili's: "3 for Me" deal starting at $11 that includes a beverage, starter, and main dish.
• Applebee's: Two entrees and an appetizer for $25.