The Red Lobster seafood chain’s infamous endless shrimp helped drive it into bankruptcy. Its new promo comes with limits.es.

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.

The Endless Shrimp promotion was not the only source of Red Lobster’s troubles. Like many restaurant chains, Red Lobster’s bottom line was impacted by declining foot traffic post-pandemic, inflationary pressures.

But by the fall of 2024, Red Lobster emerged from bankruptcy with new owners, new bosses, and fewer stores—and hopes for a return to profitability. Since then, the company has added new menu items to excite diners and boost sales. And now, the company is embracing its endless shrimp fiasco in hopes of clawing back even more customers.