Marketing Currents - Business and Marketing Current Events

Red Lobster Changed Its ‘Endless Shrimp’ Promotion After Losing $11 Million in One Quarter — Now It’s Hauling Out Another All-You-Can-Eat Deal


It’s been a rough time for Red Lobster following a costly “endless shrimp” deal that contributed to some serious losses.

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Discussion Questions:

  1. What is price?
  2. What factors influence price?
  3. Why is price an essential part of the marketing mix?
  4. What are the other components of the marketing mix?
  5. What is promotion?
  6. Why do businesses and brands offer promotions?
  7. What is the promotions mix?
  8. What are the different types of promotion?
  9. In business, what must happen for a business to make a profit?
  10. Why was Red Lobster’s “ultimate endless shrimp” promotion a failure? How did price impact the promotion’s inability to provide the company with a profit?
  11. Describe the “Endless Lobster Experience” promotion from Red Lobster based on what you learned from this news story.
  12. How is it different from its failed “ultimate endless shrimp” promotion?
  13. Why would Red Lobster offer another “unlimited” promotion given how much money the lost on the last one?
  14. What do you think the company’s goal was?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.