'Endless Shrimp' was allegedly a conspiracy that drove Red Lobster into bankruptcy
If you like conspiracy theories, then you’re going to love
this Fortune story about Red Lobster’s “Endless Shrimp” promotion, and a shareholder lawsuit that alleges it tanked the company. As you probably know, Red Lobster’s “Endless Shrimp” offer was exactly that: For about $25, diners would be served all the shrimp they could eat. Ostensibly, the intent was that customers would order more pricey dishes, too. But that’s not what happened. They just ate the shrimp. The problem was that the shrimp offer lost the company money. (I mean, in hindsight, of course it did!)
Endless Shrimp was also a logistical nightmare. Restaurants were “immobilized” as they ran out of shrimp, a lawsuit claims. Yet, year after year, Red Lobster repeated the promotion, losing money every time. The chain filed for bankruptcy in May 2024, hurting shareholders.
Why did Red Lobster persist with Endless Shrimp when it was economic suicide? A lawsuit alleges that Red Lobster’s largest shareholder was also its sole supplier of shrimp: a company called Thai Union. After Thai Union backed new CEO Paul Kenny in 2022, Kenny made Endless Shrimp a permanent part of the menu—juicing the sales of Thai Union's shrimp.
Seeing the writing on the wall, Thai Union divested its stake in Red Lobster before the bankruptcy, the suit alleges.