When Larry Konecny joined Purple Lobster as COO in November 2024, he shortly realized the horror tales about Limitless Shrimp, the chain’s all-you-can-eat promotion. Kitchen staff have been overwhelmed making ready mountains of shrimp whereas different orders sat getting chilly. Servers needed to turn out to be “shrimp police,” counting shrimp and guaranteeing plates have been utterly empty earlier than refills.
The promotion had been successful for over 20 years, however when former homeowners ran it repeatedly in 2024, it sank income and helped drive the chain into chapter 11. After months of planning, Purple Lobster relaunched it in April with main adjustments: a six-to-eight-week run as a substitute of steady, tiered pricing of $24.99 to $29.99, 5 particular shrimp choices, and dine-in solely. Clients begin with three dishes and may order as much as two extra at a time.
The brand new method is displaying outcomes. Visits to Purple Lobster areas jumped greater than 18 % for the reason that promotion started, in accordance with Placer.ai. Konecny says the corporate is “pleased with financial outcomes” however hasn’t determined if Limitless Shrimp will return completely after the present run ends.
When Larry Konecny joined Purple Lobster as COO in November 2024, he shortly realized the horror tales about Limitless Shrimp, the chain’s all-you-can-eat promotion. Kitchen staff have been overwhelmed making ready mountains of shrimp whereas different orders sat getting chilly. Servers needed to turn out to be “shrimp police,” counting shrimp and guaranteeing plates have been utterly empty earlier than refills.
The promotion had been successful for over 20 years, however when former homeowners ran it repeatedly in 2024, it sank income and helped drive the chain into chapter 11. After months of planning, Purple Lobster relaunched it in April with main adjustments: a six-to-eight-week run as a substitute of steady, tiered pricing of $24.99 to $29.99, 5 particular shrimp choices, and dine-in solely. Clients begin with three dishes and may order as much as two extra at a time.
The brand new method is displaying outcomes. Visits to Purple Lobster areas jumped greater than 18 % for the reason that promotion started, in accordance with Placer.ai. Konecny says the corporate is “pleased with financial outcomes” however hasn’t determined if Limitless Shrimp will return completely after the present run ends.
