The real story behind Red Lobster’s $20 Ultimate Endless Shrimp fiasco: How an American seafood icon lost its way

In the summer of 2023, Red Lobster introduced the "Ultimate Endless Shrimp" deal, promising unlimited shrimp for $20 - scampi, coconut, Alfredo-ed, skewered, or butterflied and deep-fried. The promotion, billed as a permanent fixture, quickly turned into a global circus, with TikTok creators showcasing their massive shrimp consumption.

Restaurants struggled to keep up with demand, turning away regular customers, while the chain filed for bankruptcy protection in May 2024, owing $692 million in liabilities. Former executives allege that Ultimate Endless Shrimp was a symptom of deeper issues within Red Lobster, leading to the closure of 130 restaurants and the firing of corporate staff.

The bankruptcy's fallout went beyond the shrimp fiasco – Red Lobster failed to meet its traffic goal for Mother's Day, and thousands of retirees lost out on expected payments as unpaid deferred compensation and wages piled up. Now, a creditors' trust is suing Red Lobster's former parent companies, accusing them of a conspiracy involving Thai Union, the shrimp supplier, and former executive Paul Kenny, to force Red Lobster into overpriced shrimp purchases, ruining its reputation.