Restaurant chain Red Lobster, which has implemented several initiatives intended to turn around sales after emerging from bankruptcy last year, has released new flavors for its seafood boils, as well as cocktails and new entrées, to further boost sales.
The Orlando, Florida, U.S.A.-based operator of more than 500 restaurants globally first launched seafood boils as part of its Crabfest promotion this summer. At that time, it debuted the Mariner’s Boil, which includes a Maine lobster tail, a dozen shrimp, snow crab legs, corn, and red potatoes, and the Sailor's Boil, which features shrimp, smoked sausage, corn, and red potatoes.
On 10 November, Red Lobster added three new flavors to its seafood boils: Lemon Pepper Butter, OLD BAY & Butter, and RL Signature Butter, the latter of which is a “bold blend” of the former two flavors.
“These new options build on the viral success of Red Lobster's summer seafood boil launch, offering even more ways to customize and enjoy the experience,” Red Lobster said.
“Lobster Nation, we're turning up the flavor once again with all new seafood boil options that deliver big on taste," Red Lobster CEO Damola Adamolekun added. "These new flavor additions reflect our commitment to bringing guests exciting, craveable dishes and giving them even more reasons to come together and celebrate around the table this season.”
FoodserviceResults CEO Darren Tristano told SeafoodSource that the seafood boils have the potential to grow sales since they are an affordable option at USD 23 (EUR 20) to USD 25 (EUR 21.60) each.
“I think it's a hearty option and provides a good quantity alternative to the more expensive entrees,” he noted.
Besides price, the weather in colder locations where Red Lobster operates could make these options more appealing to customers, according to Tristano.
However, he further explained that since many customers likely will not be familiar with the item, it may not fit the traditional definition of “comfort food,” he noted.
Red Lobster is also aiming to shore up sales by rolling out new cocktails: Under the Mistletoe, which contains Elijah Craig Small Batch Bourbon, cranberry juice, and blackberry garnished with rosemary; Sugar Cookie Delight, which contains Captain Morgan Spiced Rum, RumChata, and amaretto and is rimmed with holiday sugar sprinkles; and Snow Globe Sangria, which contains St-Germain Elderflower, Barefoot Moscato, white cranberry juice, and Starry garnished with cranberries.
A renewed focus on bar offerings was previously suggested by Pacific Management Consulting Group Founder and CEO John Gordon.
Gordon told SeafoodSource last August that after staying with the same restaurant model and formula for many years, Red Lobster could develop a new prototype – such as a restaurant with a more substantial bar presence – that could elevate the quality of customer, rather than focusing on discounting.
In addition to the seafood boil flavors and cocktails, Red Lobster has also debuted two new entrées: Shrimp & Sausage Jambalaya, which is a shrimp and Cajun sausage dish served over orzo rice in a spicy tomato-based sauce with bell peppers, onion, and celery, and Shrimp Scampi Linguini, which is tossed in the company’s signature scampi sauce with fresh tomatoes and toasted panko bread crumbs.
