By Madelyn Kearns, Associate Editor
Published on Tuesday, February 09, 2016
Red Lobster sales were given quite the boost thanks to a rather unusual source – popular recording artist Beyoncé.
In her latest single “Formation” – which was released on 6 February – “Queen Bey” mentions the popular seafood restaurant chain. As the video for the song surpassed 13.3 million views on YouTube, Red Lobster’s sales jumped by 33 percent on Super Bowl Sunday compared to the same timeframe last year.
"We are absolutely delighted with what we saw over the weekend, particularly the consumer sentiment that we saw expressed," Kim Lopdrup, CEO of Red Lobster, told CNBC. "It's clear that Beyoncé has helped create some Red Lobster fans, and we are very grateful to her for that.”
While the chain is accustomed to an increase in sales at this time of year due to its annual “Lobster Fest” celebration and Lent, Lopdrup attributes a bulk of last weekend’s surge to Beyoncé’s name-checking. In fact, Red Lobster employees have taken to affectionately referring to the phenomenon as the “Beyoncé Bounce.” A tweet from the company on 6 February polled customers on whether one item on its menu – the Cheddar Bay Biscuits – would be better suited with a new name:
Ultimately, both the Super Bowl and Beyoncé’s mention show the power pop culture can have on seafood sales: "We had an amazing weekend, particularly Super Bowl Sunday, which I think helps demonstrate the power of celebrity endorsement and pop culture," Lopdrup concluded.