Red Lobster may be preparing to bring back the very promotion that became a symbol of its financial collapse.
The seafood chain is reportedly considering a limited-time return of its Endless Shrimp deal, according to Fortune. The promotion, which could reportedly return as early as this month, was widely blamed for accelerating Red Lobster’s descent into Chapter 11 bankruptcy in 2024.
In November 2024, just months after taking over the company following its bankruptcy restructuring, CEO Damola Adamolekun said that the once-popular unlimited Endless Shrimp was gone for good. “I know how to do math,” he said at the time, according to RetailWire.
Now, however, the company appears to be reconsidering that stance. While Red Lobster did not directly confirm the report, a spokesperson acknowledged that the promotion still carries major weight with customers.
“Endless Shrimp has long been a Red Lobster guest favorite and one of our most popular promotions for 20 years,” the spokesperson said in a statement. “While we don’t have anything to announce at this time, we’re grateful for the enthusiasm and encourage guests to keep sharing their feedback with us.”
The Endless Shrimp promotion had been a seasonal event for years before Red Lobster’s former owner, Thai Union, pushed to make it a permanent menu item in 2023. Internal management reportedly opposed the move, but the company moved forward anyway.
Consequently, Red Lobster lost roughly $11 million in a single quarter as customers flocked to restaurants and consumed far more shrimp than the company had budgeted for.
As the situation spiraled, restaurants reportedly ran short on shrimp, kitchens struggled to keep up with demand, and long wait times frustrated customers.
Red Lobster was later accused, during bankruptcy proceedings, of purchasing shrimp from Thai Union at above-market prices without securing an alternative supplier.
To be sure, Endless Shrimp was not the only reason Red Lobster filed for bankruptcy. A costly 2014 real estate deal left the company saddled with expensive leases, and years of ownership changes created instability.
What’s more, according to a separate RetailWire report, the week before Red Lobster filed for Chapter 11 in May 2024, the chain abruptly closed nearly 100 restaurants.
When Adamolekun took over after Red Lobster emerged from bankruptcy in September 2024, he promised a sweeping turnaround backed by more than $60 million in new funding. He trimmed the menu, brought back hush puppies and popcorn shrimp, added items like lobster bisque and bacon-wrapped scallops, and introduced a $5 happy hour.
“I think this is going to be the greatest comeback in the history of the restaurant industry,” Adamolekun said last year.
But Red Lobster’s recovery has been slower than expected. Sales in 2025 remained well below pre-bankruptcy levels, the company has reportedly lost money in four of its last five quarters, and roughly 100 unprofitable locations are still weighing down the business.
