Almost exactly one year after filing for Chapter 11 bankruptcy, Red Lobster is reintroducing itself to the dining public.
In a video published this week by the casual-dining seafood chain, CEO Damola Adamolekun declared it “a new day” for the brand, and shared a few things it has been working on since he took the helm in September.
First off: Hush puppies, a fan favorite, are coming back to the menu. The chain dropped the corn fritter appetizer a few years ago, causing a stir among Red Lobster lovers on social media. Adamolekun had previously announced their return in November.
In the video, he also teased a new selection of dishes under $20, but did not go into detail. Red Lobster is currently promoting the three-course Shrimp Sensation for $19.99. The meal features soup or salad, a shrimp appetizer and entree and a choice of side. (And no, the shrimp is not endless.)
Deals like these have become commonplace in casual dining as chains appeal to price-conscious consumers.
Adamolekun also unveiled a new happy hour deal featuring $5 drink specials and $2 off certain appetizers from 3 to 6 p.m. Monday through Friday, at participating locations.
He also confirmed one thing that the chain won’t be changing: Red Lobster’s popular Cheddar Bay Biscuits. “We got that right the first time,” he said.
The changes are part of a $60 million investment in Orlando-based Red Lobster by its new ownership group led by Fortress Investment Group. Since exiting bankruptcy, the 518-unit chain has rebuilt its executive team and focused on improving the menu and its physical restaurants.
It’s also ramping up its marketing. On Thursday, Red Lobster announced a partnership with the WNBA’s Chicago Sky. The chain will host the team’s “tunnel walks” this season, a tie-in to its new Red Carpet Hospitality initiative, which aims to “recognize, engage and delight" customers.
Prior to its bankruptcy, the nation’s largest seafood chain had been struggling for years due to changing consumer habits, a lack of investment in its restaurants and some poor decision-making, most notably an all-you-can-eat shrimp deal in 2023 that sunk its profits.
Red Lobster closed 131 underperforming locations last year amid the bankruptcy, and sales plunged by 22.7%, according to Technomic data.
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