On 11 November, Orlando, Florida, U.S.A.-based Red Lobster announced an updated, streamlined menu for the chain going forward, which will not include its Ultimate Endless Shrimp promotion.
The Endless Shrimp promotion has been cited as one of the main factors causing the restaurant chain’s financial problems that led to it filing for Chapter 11 bankruptcy in May. The company emerged from bankruptcy in mid-September.
Though the Endless Shrimp promotion is gone, the company is committed to selling lobster via promotion, with Adamolekun saying this year’s Lobsterfest will be “bigger and better than ever.”
“We’re calling it the GLOAT – the greatest lobsterfest of all time," Adamolekun told the morning news show Today.
The company’s updated menu, which has shrunk by 20 percent, features nine new items including: Lobster Pappardelle Pasta, Bacon Wrapped Sea Scallops, Lobster Bisque, Lemon Basil Mahi, Simply Prepared Mahi, and Parmesan-Crusted Chicken. It is also launching a "Create your Own Ultimate Feast" menu item to give diners more customization.
“Guests can mix and match two premium picks – like Maine Lobster Tail or Snow Crab Legs –with two classics, such as Walt's Favorite Shrimp and Garlic Shrimp Scampi, for a seafood experience that's truly their own,” Red Lobster said.
Red Lobster is also bringing back hush puppies, which were taken off the menu a few years ago.
"There was a social media riot over us taking off the hush puppies a few years ago, so that is coming back," Adamolekun said.
The streamlined and upgraded menu is just one of several moves the company needed to make to ensure success going forward, experts have said, especially as the company’s customer foot traffic has continued to suffer post-bankruptcy. Red Lobster traffic plummeted 43 percent in October compared to the same time last year, according to Placer.ai data, per Today.
Adamolekun and the executive team needs to target younger, higher-spending guests, Pacific Management Consulting Group Founder and CEO John Gordon told SeafoodSource in September.
“As guests age, they have less of a propensity to dine out. Red lobster was left with this community that during its prime years was doing a lot of couponing,” Gordon said.
Adamolekun said the executive team wants to make the restaurants more fun and energetic, per NBC News. The company will create new music playlists and alter lighting. More than 40 percent of the company’s guests are over the age of 55, Adamolekun said, and he wants the improvements to appeal to all generations.
“There is nothing that says Red Lobster can’t repackage itself into remodeled stores that have a different vibe to them,” Gordon said.
To appeal to younger and more lucrative guests, Gordon suggested the company develop a new prototype – possibly one with a more substantial bar presence.
“Red Lobster has very low alcohol sales, and the [new prototype] might get better-quality customers. As their guest mix improves, they should be able to discount less,” Gordon said.
Gordon also said Adamolekun needs to surround himself with “strong restaurant industry” leaders and hire experienced people in key roles such as marketing, concept development, and supply chain leadership.
To that end, Red Lobster has been on an executive hiring spree recently, bringing in Larry Konecny, the former COO and chief concept officer for Dallas, Texas, U.S.A.-based chain Maggiano’s Little Italy, as COO.
“[Konecny will] drive initiatives to deliver elevated food quality, customer service, and operational efficiency while fostering a culture rooted in teamwork and excellence,” Red Lobster said.
Red Lobster also hired Bob Baker, the former CFO at both Tampa, Florida-based Checkers & Rally’s and Miami, Florida-based Benihana, as its new CFO and appointed Nichole Robillard as chief marketing officer. Robillard has more than 20 years of experience, most recently leading Beverly Hills, California, U.S.A.-based barbecue restaurant Smokey Bones through a rebranding and transformation.
