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Yonkers Today
By the People, for the People
Red Lobster Considers Reviving 'Endless Shrimp' Promotion
The all-you-can-eat deal previously contributed to millions in losses for the seafood chain.
Apr. 4, 2026 at 1:36pm
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Red Lobster is reportedly considering bringing back its popular 'Endless Shrimp' promotion as part of a broader effort to revive sales following the company's 2024 bankruptcy. The all-you-can-eat deal, which previously led to around $11 million in losses in a single quarter due to overwhelming demand, could return as a limited-time offer as soon as this month.
Why it matters
The potential revival of 'Endless Shrimp' highlights Red Lobster's efforts to rebuild momentum and modernize its brand after emerging from bankruptcy. The promotion was a longtime customer favorite, but its expansion to a permanent menu item strained the company's supply costs. Reintroducing it as a limited-time offer could help drive traffic while avoiding the previous financial pitfalls.
The details
Red Lobster filed for Chapter 11 bankruptcy in May 2024 after mounting losses, including fallout from the $20 'Endless Shrimp' deal that was expanded to a permanent menu item in 2023. The promotion was designed to drive traffic, but demand overwhelmed the offer and strained supply costs. In one example, a diner claimed to have eaten 108 shrimp in a single four-hour sitting. While it drove strong customer traffic, it also led to roughly $11 million in losses in a single quarter.
- Red Lobster filed for Chapter 11 bankruptcy in May 2024.
- The 'Endless Shrimp' promotion was expanded to a permanent menu item in 2023.
The players
Red Lobster
A seafood restaurant chain that filed for Chapter 11 bankruptcy in 2024 after mounting losses, including from its 'Endless Shrimp' promotion.
Damola Adamolekun
The CEO of Red Lobster who took over in August 2024 and is leading a turnaround strategy focused on increasing traffic and modernizing the brand.
What they’re saying
“Endless Shrimp has long been a Red Lobster guest favorite and one of our most popular promotions for 20 years. We're always paying attention to what our guests are asking for.”
— Red Lobster spokesperson
“There's a lot of positive signs, but we inherited a very damaged brand, so there's still work to do to repair all of that.”
— Damola Adamolekun, CEO, Red Lobster
What’s next
Red Lobster is closely monitoring guest feedback and could bring back the 'Endless Shrimp' promotion as a limited-time offer as soon as this month.
The takeaway
Red Lobster's potential revival of the 'Endless Shrimp' promotion highlights the company's efforts to rebuild momentum and modernize its brand after emerging from bankruptcy. While the all-you-can-eat deal previously contributed to significant financial losses, reintroducing it as a limited-time offer could help drive traffic while avoiding the previous pitfalls.
