Seafood chain Red Lobster is hoping to hook new customers to its restaurants this summer, as the embattled company works toward financial recovery.
The brand announced its menu will feature new dishes and cocktails as it launched its “Crabfest” promotion on Monday.
Why It Matters
Shockwaves rippled through the catering industry and beyond when Red Lobster, founded back in 1968, filed for chapter 11 bankruptcy in May last year and went on to close more than 100 stores. Chapter 11 is often referred to as a “reorganization bankruptcy” and means that creditors usually suspend attempts to collect debts, while the debtor remains in possession of the business and can continue to run it. It is usually offered when businesses have large debts but also earn a sizable income.
Analysts suggested the blame for Red Lobster’s troubles lay with poor management decisions, such as all-you-can-eat deals offered even as the price of shrimp soared. Restaurant bosses were also forced to contend with high inflation pushing up wholesale costs, with rising prices also forcing many diners to eat at home to save money.
But this month, Red Lobster’s new 36-year-old CEO Damola Adamolekun, who was appointed last August to affect a turnaround, told the LA Times that customer feedback was already improving amid his push for improved hospitality, remodeled venues, and a revamped menu. He also hopes sport sponsorship deals and TV ads will raise the chain’s profile. The businessman previously led a revival of fortunes at Asian-fusion chain P.F. Chang’s.
What To Know
Crabfest is an annual promotion run by Red Lobster, and new dishes have been added to this year’s event.
Seafood boils now feature on the special Crabfest menu for the first time, meaning guests can order a huge bag filled with seafood and vegetables coated with sauce or seasoning.
In addition to what Red Lobster describes as “fan favorite” dishes, there are seven new food items on the Crabfest menu: Mariner’s Boil (lobster tail, shrimp, snow crab legs, corn, and red potatoes), Sailor’s Boil (shrimp, smoked sausage, corn, and red potatoes), Crabby Stuffed Mushrooms, Crab-Topped Asparagus, Crab-Topped Potato, Steak Oscar (with a creamy sauce), and Salmon Oscar.
In addition to the new dishes, three new cocktails will also be added to the menu: Purple Haze by Dre & Snoop (using gin created by the rap stars and lemonade), Passion Star Spritz (vodka and passionfruit), and Starry Eyed Surprise (tequila-based).
What People Are Saying
Nichole Robillard, chief marketing officer at Red Lobster, said: “Red Lobster’s Crabfest is the ultimate summer dining experience, featuring exciting and flavorful dishes like our new Seafood Boils. Whether you’re a longtime Red Lobster lover or participating in Crabfest for the first time, we’ve got something to bring everyone joy.”
What Happens Next
Red Lobster executives and the restaurant chain’s fans will be hoping the brand can do enough to win back former customers and entice new ones, as the CEO fights to turn around the business.
The post Red Lobster Adds 10 New Items to Summer Menu appeared first on Newsweek.
