If something nearly kills you, why not try it again? At least that’s what Red Lobster seems to be doing with the return of its famous Endless Shrimp deal — the same promotion that reportedly helped push the seafood chain to the brink when it filed for bankruptcy two years ago.
Endless Shrimp returned to participating Red Lobster locations nationwide on April 20 for a limited time, the chain announced in a press release, adding that the decision to bring back the deal came in response to “thousands of social media mentions.”
“This is about putting our guests first and bringing back something they truly love,” said Damola Adamolekun, CEO of Red Lobster. “Endless Shrimp has been a part of Red Lobster’s legacy for 20 years and our guests have never stopped asking for it. We’re excited to bring it back for a limited time in a way that works for our business today and honors what made it special from the beginning. Because when our fans talk, we listen.”
Adamolekun, however, expressed different sentiments about the deal after taking over as CEO in 2024, calling the promotion the “final nail in the coffin” and pointing to it as one of the reasons for the chain’s bankruptcy filing that spring, while expressing little confidence it would return.
“I never want to say never, but certainly not the way that it was done,” Adamolekun said at the time.
The promotion, which allowed customers to eat as much shrimp as they wanted for less than $20, has always been a double-edged sword for the chain. It was first introduced in 2004 to boost traffic, and has since become one of the brand’s most popular deals for nearly 20 years.
It worked well for both crustacean-gorging customers and Red Lobster because it was hugely popular. That is, until 2023, when the chain, trying to climb out of financial trouble, made Ultimate Endless Shrimp a permanent fixture on the menu: all-you-can-eat shrimp for $20, available every day, all day. The promotion proved to be a financial debacle, with the chain reporting a loss of more than $11 million in the third quarter.
The restaurant later raised the price to $25, but the damage was already done. It didn’t help that the promotion went viral on TikTok, with people broadcasting how much shrimp they could devour before ending up in the ER.
While Endless Shrimp was one of the reasons for Red Lobster’s financial troubles, the seafood chain had bigger fish to fry, with more than 100,000 creditors and estimated liabilities between $1 billion and $10 billion. Red Lobster filed for Chapter 11 bankruptcy in May 2024 and closed 130 locations nationwide.
In 2026, the brand is seeing a brighter year ahead, reporting revenue well above expectations. That momentum is part of the reason the chain is bringing back the promotion — but this time, Endless Shrimp will actually have an end. (No word yet on when the deal will end.)
What’s Included in Red Lobster’s Endless Shrimp Deal?
Shellfish fans can devour a limitless amount of shrimp along with a choice of side. Red Lobster brought back four long-time favorites, including Garlic Shrimp Scampi, Walt’s Favorite Shrimp, Shrimp Linguini Alfredo, and Parrot Isle Coconut Shrimp.
The chain also introduced a new flavor inspired by a viral trend: Marry Me Shrimp, featuring shrimp in a tomato cream sauce topped with a garlic-herb crumble.
How Much Does Red Lobster’s Endless Shrimp Cost?
Red Lobster has yet to announce the official price of the deal, which is available for dine-in only and is not offered during holidays. USA Today reported that the price could be $29.99 per person, citing a Red Lobster employee at a Chicago-area restaurant.
Have you tried Red Lobster’s Endless Shrimp? Let us know in the comments whether it’s a good deal or not.
