The $11M shrimp mistake Red Lobster won’t repeat

In May 2024, seafood restaurant chain Red Lobster filed for bankruptcy. While there were many factors that contributed to Red Lobster’s Chapter 11, one in particular—its endless shrimp offering—took much of the blame.

But now the company, having emerged from bankruptcy, is leaning into that financially disastrous offering by launching a new promotion that plays on people’s familiarity with its endless shrimp history. Here’s what you need to know about Red Lobster’s new SpendLESS Shrimp campaign.

Endless shrimp helped send Red Lobster into bankruptcy

In May 2024, Red Lobster filed for Chapter 11 bankruptcy protection. Many of the headlines surrounding the company’s bankruptcy concentrated on how its then-endless shrimp offering, where customers could eat as much shrimp as they wanted for