Red Lobster’s latest attempt to revive its once-iconic Endless Shrimp deal is drawing a more subdued response than expected, with early data and in-store observations suggesting the promotion is no longer the traffic-driving force it once was.
During a recent dinner service at a Los Angeles location, the limited-time return of Endless Shrimp drew a steady stream of customers, but not the overwhelming crowds that had previously defined the deal. Large portions of the dining room remained unfilled, and service avoided the bottlenecks that once plagued kitchens.
“It’s been popular,” one server said to Business Insider, “but not as popular as I would have thought.” Roughly a third of diners opted into the promotion, while others chose similarly priced menu options.
That shift is now backed by broader performance data. Foot-traffic analytics from Advan, cited in the Business Insider report, show that visits during the latest rollout were down 0.9% the week of launch—marking a sharp contrast to the surge seen in 2023, when Endless Shrimp was briefly made a permanent offering.
Additional analysis from Placer.ai, also cited by the outlet, indicates visits have trended downward year over year since late 2025.
Red Lobster’s leadership had previously distanced itself from the promotion. CEO Damola Adamolekun said in 2024 that he had “no plans” to bring it back, following a deal that contributed to mounting losses.
“I know how to do math,” he said at the time, referencing the financial strain caused when customers consumed more shrimp than the pricing model could support.
Still, the company has framed the current limited run as a response to customer demand, with a spokesperson noting the promotion remains “one of our most popular” and that the brand is “listening.”
The promotion’s complicated history continues to loom over its return. Originally a seasonal draw, Endless Shrimp became a daily offering in 2023 under prior ownership, resulting in an $11 million quarterly loss and operational strain across locations.
The fallout contributed to the company’s Chapter 11 bankruptcy filing in 2024, alongside long-standing issues like costly lease agreements and leadership turnover.
Now, the latest rollout is unfolding in a different economic landscape. Analysts point to rising costs, shifting consumer behavior, and increased competition from value-focused chains as factors limiting the promotion’s impact.
“It lost its appeal,” one former executive said.
