Name: Red Lobster Is Filing For Bankruptcy Because Of Shrimp
Uploaded: 2024-05-20T15:00:00Z
Duration: 6 min 3 s
Description: Red Lobster has filed for bankruptcy protection and will sell its assets. WSJ explains what went wrong for the seafood restaurant chain.

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Red Lobster has filed for bankruptcy protection and will sell its assets. WSJ explains what went wrong for the seafood restaurant chain.

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Red Lobster Is Filing For Bankruptcy Because Of Shrimp

♪ Red Lobster for the seafood lover in you ♪

Reporter: In the '80s and '90s, America was that seafood lover. Known for its ever evolving deals.

Announcer: 22 delicious new creations.

Reporter: In 2000, Red Lobster was 16th out of the 500 biggest casual dining chains. But by 2023, cracks formed in the company's shell. Tens of millions of dollars in losses are piling up. Investors are losing their appetites.

Reporter: And now, the company is filing for bankruptcy. So, what went wrong? Red Lobster was founded by Bill Darden in 1968 with a single seafood restaurant in Lakeland, Florida.

He was really the inventor of casual dining. So casual dining was meant to be, you know, an affordable meal but a nice meal, like nicer than fast food, something you could take a date. Red Lobster was really an innovator there.

Reporter: Just two years later, Darden sold all of his restaurants to General Mills, the cereal brand. Its goal: to expand Red Lobster's locations and menu.

What makes Red Lobster so popular?

Over 30 delicious seafood reasons right on the red lobster menu.

Reporter: By 1984, it had 365 restaurants, and by 1997, it had more than doubled those.

After all that growth, you know, largely in the '70s and the '80s, by the 1990s and 2000s, Red Lobster was the biggest casual dining seafood chain in the country.

Reporter: In 2004, the company debuted what would become a customer favorite, its limited time only Endless Shrimp deal.

Announcer: Don't miss the only time of year to enjoy all the shrimp you can eat.

Reporter: But Red Lobster faced a problem. Seafood is expensive. Just look at this chart. Shrimp prices began to spike in 2013. That year, Red Lobster's revenue plummeted in comparison to another Darden brand, Olive Garden. The next year, Darden sold Red Lobster for $2.1 billion to a private equity firm. As part of the deal, all of Red Lobster's real estate, which it had acquired since the late 1960s, was sold and leased back to the company to fund the total price.

Restaurant leasebacks can be kind of common in restaurants. It's something other chains do. The positive is you get a whole chunk of capital way up front. The negative is there can be consequences down the chain.

Reporter: In 2020, a group including Red Lobster's longtime seafood supplier, Thai Union Group, took majority ownership.

Thai Union thought that they were turning things around. Again, they had sent some executives to Red Lobster. They were hoping just to, you know, increase the profile of Red Lobster and get people going there and make it a valuable part of their company and not just a drain.

re[ But in the years that Followed, Red Lobster, like many casual dining restaurants, was hit by broader economic factors. Widespread labor shortages from the pandemic and higher inflation drove up the cost of labor, eating into profits.

It was much more expensive to get these restaurant employees, and that means their costs ballooned.

Reporter: And interest rates rose, which drove up the price of its leases.

You're not in control of your destiny in the same way as you are when you own all the restaurants. You know, there's a chance that you're gonna have to amend your terms. You know, the prices can fluctuate and suddenly you're paying a lot more for your real estate than you did.

Reporter: To combat these losses, Red Lobster needed a hit. In June 2023, the company took a big swing.

Announcer: Ultimate Endless Shrimp is here with a limited-time-

Announcer: Flavor drop.

Reporter: The Dragon Shrimp Flavor Drop was limited time, but endless shrimp at a low price was now a year-round deal.

Announcer: For just $20 right now, only at Red Lobster.

Reporter: It was supposed to be a loss leader, which means the deal itself wasn't profitable, but it would increase foot traffic at a time when diners were choosing to order in. Execs were optimistic.

Reporter: And it seemed to work. The Endless Shrimp deal brought in 4% more foot traffic for the third quarter, a significant increase. But then it started working too well.

My goal is to eat 65 shrimps tonight.

25 shrimps tonight.

Eat 45 shrimps tonight.

Haddon: People were very conscious of it.

There we go.

The brand made sure that they marketed it both in traditional channels and online, and it got some buzz, but maybe a bit too much buzz.

Reporter: The Endless Shrimp deal was much more popular than Red Lobster expected. This price was at the heart of the issue.

On this promotion, we don't earn a lot of money at $20. We don't, okay, and this is one of the key reason for the losses we generate in Q3 '23.

Reporter: For the third quarter, the company reported an $11 million operating loss.

They'd had something like a $2 million loss the quarter before, but 11 million, to have that in the quarter following, I mean, that's just a huge leap.

Reporter: And sales in 2023 were down 8% from 2022. Today, Red Lobster ranks just 41st on the list of the biggest US restaurant chains. And in January 2024, Thai Union Group announced it would sell Red Lobster.

The CEO of Thai Union also said he never wanted to eat lobster again. I mean, I think they were just really fed up with this situation.

Reporter: In March, the company brought on Jonathan Tibus as CEO, an expert who has led restructuring at brands like Krystal and Kona Grill. And on May 20th, the company announced that it would file for bankruptcy. Red Lobster did not respond to a request for comment. According to the chain's liquidator, the company has begun closing locations across the country.

Red Lobster Filed for Bankruptcy Because of Shrimp

News moves fast, and there's not always time to untangle the complex forces driving the day's biggest stories. WSJ Explains breaks down big market moves, business and economic trends, and scientific developments to help you stay ahead of the curve.

Red Lobster Filed for Bankruptcy Because of Shrimp

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