At Red Lobster, the smell of garlic butter and Old Bay seasoning fills the air. This chain has long been a landmark for seafood lovers, especially in the South of the United States.
But the chain’s recent “Ultimate Endless Shrimp” deal, which was meant to take advantage of Americans’ love of shrimp, may have gone horribly wrong, putting the business at risk of going bankrupt.
Red Lobster’s Ultimate Endless Shrimp promotion has become an iconic annual tradition for the seafood chain. For a limited time each year, customers could indulge in unlimited servings of different shrimp dishes for a flat fee. In 2023, Red Lobster announced that the Ultimate Endless Shrimp is now a permanent menu item available year-round!
This exciting change means shrimp lovers can now enjoy endless shrimp any time their hearts desire. But it does raise the question – just how long can you really go taking advantage of the endless shrimp offer at Red Lobster before they cut you off? Here’s what you need to know about how long endless shrimp lasts at Red Lobster:
The Unlimited Shrimp Concept
The endless shrimp concept allows customers to order an unlimited quantity of shrimp dishes in exchange for paying a flat fee. When the promotion first launched over 18 years ago, the fee was $15.95. Over the years, it increased to $17.99 and then $21.99. When Ultimate Endless Shrimp became permanent in 2023, the price was set at $25 per person.
For that fee, you can order multiple shrimp dishes in an unlimited quantity The menu offers a selection of 7 shrimp dishes to choose from, including classics like garlic shrimp scampi, coconut shrimp, shrimp linguini alfredo, and hand-breaded fried shrimp. You can order up to 3 dishes at a time and continue placing additional orders as long as you’d like
No Official Limit
One of the most common questions about endless shrimp is whether there’s a limit to how long you can keep ordering food. According to Red Lobster employees there is no official limit or maximum number of shrimp dishes you can order. As long as you keep paying the $25 fee, you can theoretically order shrimp indefinitely.
Red Lobster servers will keep bringing out shrimp dishes as long as the customer requests more. There have been reports of some individuals ordering endless shrimp for 3-4 hours in a single sitting!
Of course, Red Lobster can always exercise discretion based on circumstances and cut a customer off if needed. But there’s no set cap.
Physical Limitations
So Red Lobster doesn’t impose a hard limit on endless shrimp. But there are some practical constraints in play. The average person can only eat so much seafood in one sitting before hitting their physical limit.
Most customers can’t make it beyond 2-3 hours of continuous shrimp eating before needing to tap out. The richness of dishes like garlic shrimp alfredo and coconut shrimp tends to fill up diners quickly. And there’s only so much butter, cheese, and fried food one can consume before feeling ill.
In one tasting review, two diners made it through 3 rounds of shrimp totaling 11 different dishes in 90 minutes before admitting defeat. This seems to be a typical duration for most endless shrimp endeavors.
Very few have the stomach capacity to eat shrimp for 4+ hours without a break. Red Lobster is relying on the human appetite running out far before their shrimp supply does.
Strategies for Endless Shrimp
If your goal is to maximize the value of the $25 endless shrimp offering, there are some tips and tricks to keep in mind:
-
Pace yourself – Don’t gorge on shrimp too quickly or you’ll get full faster. Take breaks between orders.
-
Alternate with sides – Fill up on compliant side dishes like broccoli or rice between shrimp orders.
-
Get it to go – You can take home leftovers if you hit your limit before you hit the monetary value.
-
Take breaks – Step away from the table periodically to walk around and let food settle.
-
Hydrate – Drink water and avoid soda or alcohol that can fill you up faster.
-
Avoid fillers – Stay away from biscuits, heavy sauces, fried dishes to save room for more shrimp.
-
Bring friends – Share endless shrimp with others and you can order more dishes total.
The House Usually Wins
At the end of the day, Red Lobster is offering endless shrimp because they expect to come out ahead in most cases. The average customer is unlikely to eat more than $25 worth of shrimp. By letting people binge on seafood, Red Lobster banks on making a healthy profit from overestimating diners.
That said, if you come prepared with the right game plan and hearty appetite, it is possible to get your money’s worth. A few shrimp-eating warriors have managed to consume $50+ worth of food during their endless shrimp crusades.
So while there’s no official time limit, the house usually wins when it comes to extracting full value from the endless shrimp deal. But with some preparation and perseverance, you can still beat the system and enjoy shrimp until your heart and stomach content at Red Lobster. Just pace yourself and loosen your belt!
Financial fallout from the promotion
The endless shrimp deal brought in a lot of new customers because it was cheap and appealing, but not enough to cover the costs.
In November 2023, Red Lobster disclosed substantial financial setbacks in its third-quarter financial reports, showing an operating loss of $11 million, which escalated to $12.5 million in the fourth quarter.
These losses were primarily due to the low pricing of the “Ultimate Endless Shrimp” promotion. Even though the promotion’s low price point was meant to bring in more customers, it didn’t actually help the company’s bottom line.
A deal too good to refuse
The “Endless Shrimp” promotion at Red Lobster has been a beloved tradition for more than 18 years. In June 2023, the chain announced that it would become a permanent offer, making it even more permanent.
The new deal, called “Ultimate Endless Shrimp,” let people eat as much shrimp as they wanted for just $20, which included the famous Cheddar Bay Biscuits. At first, it was only available sometimes, but it was so popular that they decided to make it a permanent part of the menu. Despite its success in attracting large crowds, this deal has not translated into sustainable profits for the company.
Red Lobster Is Hemorrhaging Millions Because of Endless Shrimp | WSJ What Went Wrong
What is Red Lobster’s ultimate endless shrimp?
The conceit of Ultimate Endless Shrimp is fairly simple: For a flat fee of $25 per person — at the time of publication and up from its original price of $20 — you can eat as much shrimp as your crustacean-loving heart desires.
Is Red Lobster ® ultimate endless shrimp SM coming back?
ORLANDO, Fla., June 26, 2023 /PRNewswire/ — Red Lobster ® is kicking off summer with an announcement that is sure to excite shrimp lovers everywhere – guest-favorite Ultimate Endless Shrimp℠ is here to stay! Gone are the days of anxiously awaiting the return of Ultimate Endless Shrimp℠.
How does Red Lobster’s endless shrimp promotion work?
Here‘s a quick rundown of how Red Lobster‘s Endless Shrimp promotion works: You pay a fixed price that covers your meal, including shrimp and sides. The price is often $17.99 – $24.99 depending on location. You‘ll get unlimited plates of grilled, fried, or sauteed shrimp prepared in different styles.
Does Red Lobster have unlimited shrimp?
Red Lobster has — per a press release — officially brought unlimited shrimp to its permanent menu. Now, you can have a shrimp-eating competition any time of the year. Ultimate Endless Shrimp is a fan-fave promotion that Red Lobster has typically brought back, year after year, for a select period of time.