Pink Lobster’s Infinite Shrimp promotion was a giant a part of the rationale the chain reported an $11 million working loss within the third quarter of final 12 months. Now, because it gears up for Lobsterfest 2024, the corporate is taking steps to make sure that doesn’t occur once more—whereas capitalizing on shopper starvation.
This 12 months’s crustacean celebration will let 150 visitors—and solely 150 visitors—get pleasure from countless lobster. There are, after all, caveats.
First, you’ll solely have two hours to shovel the seafood into your face. And for those who handle to down a dozen 1.25 lb Maine lobsters in a single sitting and nonetheless need extra, you’ll be supplied Maine lobster tails or Caribbean Rock lobster tails for subsequent programs.
The lobsters might be free for the winners. They’ll should pay for his or her drinks, in addition to tax and gratuity.
To qualify for the promotion, Pink Lobster says individuals should monitor its social media channels to see when the chance to say the feast goes reside.
Final 12 months, Pink Lobster noticed a giant loss in its third-quarter earnings after it expanded its Infinite Shrimp promotion to an on a regular basis occasion, slightly than its conventional Mondays-only providing. Costs had been increased, however so many individuals took benefit of the deal—and some to a gluttonous excessive—that earnings tumbled.
“It’s one of many iconic promotions for Pink Lobster, so we wish to preserve it on the menu,” Ludovic Garnier, chief monetary officer of Thai Union Group (which owns a stake in Pink Lobster), instructed buyers on a name in November. “However, after all, we must be way more cautious relating to what’s the entry level and what’s the worth level.”
