Shells Seafood Restaurants today rolled out a new menu featuring more than 20 new items and reduced prices.
The Tampa, Fla.-based casual seafood chain, with 23 restaurants in the state, is trying to overhaul its image by emphasizing value and variety during an economic downturn.
"This is the largest menu overhaul in the history of Shells," says CEO Marc Bernstein, who joined the company in April. "By reducing our prices and broadening our offerings, Shells is meeting these difficult economic times head-on. We are making a very compelling value offering to our guests."
Shells - which debuted in Tampa in 1985 and peaked at 50 restaurants, 32 in Florida and 18 in the Midwest, in 1999 -has struggled financially in recent years. The chain posted first-quarter revenues of $10.7 million in 2008, down 20.4 percent from 2007, and same restaurant sales fell 15.6 percent. However, it reported net income of $120,000 in the first quarter of this year, up $85,000 from 2007.
Menu items with reduced prices include Shells Famous Shrimp Pasta, from $11.99 to $9.99 ; Chicken Mezzo-Mezzo, from $12.49 to $10.99; and Sirloin and Shrimp Combo, from $19.99 to $15.99.
New menu items include St. Louis Style Ribs with a choice of three savory sauces for $10.99; Ahi Tuna Sashimi for $8.99; Home Made Crab Cakes for $8.99; appetizers including Shrimp Lettuce Wraps for $7.99, Lobster & Shrimp Egg Rolls for $7.99, Chicken Wings (10 for $6.99 and 20 for $11.99) and Rockin' Shrimp for $7.99; sandwiches including Tuna Steak Sandwich for $9.99 and Crab Cake Sandwich for $9.99; and healthier options including Big Bowl Salads for $9.99 to $11.99 and a Veggie Burger for $7.99.
Shells also brought back a number of menu items, including Florida Fish Spread for $5.99, Peel & Eat Shrimp for $6.99, Shrimp Diablo for $11.99 and Seafood Siciliano for $14.99.
