Red Lobster is apparently bringing back ‘Endless Shrimp’. That’s the same promotion that dragged it into bankruptcy a couple of years ago. ‘Endless Shrimp’ lost the seafood resto chain $11 million in a single fiscal quarter. And almost sank it for good…
‘Endless Shrimp’ Panorama: Selection of the all-you-can-eat
Shrimp dishes that bankrupted Red Lobster…
Two years ago this month, we headlined a post: ‘Chapter 11: Red Lobster Soon To Be ‘Dead Lobster’?’ The long-running seafood resto chain had been sinking lower and lower into debt, in large part due to rising costs and falling sales….
Hail Mary…
In a last-ditch effort to attract more paying customers, the chain resurrected its most popular pro-motion as a permanent menu item. That brought in the fans, for sure. But also lost the already struggling company $11 million in just three months.
Are they kidding?
Apparently not. The key difference in the new incarnation of the dinner deal is, it’s going to be offer-ed, on rotation, as a limited-time special.
That’s the way it used to work, back before the insolvency. Back when it brought in tons of business, and actually made the resto money. And it appears the chain is hoping the deal will once again draw in crustacean-craving throngs and help rebuild its ‘lost empire’.
Insider information…
Industry observers say they’re relying on insider information – ‘reliable rumours’ – in reporting the imminent return of the legendary deal.
But there are also echoing whispers that the return of Endless Shrimp is a really bad idea. No firm financial or circumstantial evidence for the opinion. Just a lot of plain, old-fashioned, lingering fear and loathing surrounding the whole idea. Even in this day and age, it seems, plain old superstition remains a strong influence, even over otherwise-clear-headed, well-grounded grown-ups.
Nevertheless… No less an authority than the lofty, revered Financial Post (FP) reported on the pos-sibility, with suitable caveats… Even though a Red Lobster rep said it didn’t have, “anything to announce at this time,” they did hint that the chain is always ‘paying attention to what guests are asking for’.
“Endless Shrimp has long been a guest favourite, and one of our most popular promotions,” the representative told FP. “We appreciate the enthusiasm and encourage guests to keep sharing their feedback with us.”
That aside…
The rumours had it that Endless Shrimp will be back following the annual Lobsterfest promotion. It’s been running since January 20, and was scheduled to end anytime now – April 19, in fact. Alas… No word, official or otherwise, that Endless Shrimp is back, yet.
My take
We’ll keep our eyes peeled for any real news on that front. For now, though, shrimp fans will have to content themselves with ‘visions of sugarplums’… Or should I say, Butterflied Shrimps?
~ Maggie J.