June 29, 2026 — Red Lobster’s failed Ultimate Endless Shrimp promotion in 2023 is back in the spotlight in a new lawsuit launched against Thai Union by some of Red Lobster’s creditors.
Red Lobster made all-you-can-eat shrimp a permanent fixture on its menu in June 2023 and, by the end of that year, was reporting a significant financial hit as a result. The promotional event, which sold unlimited shrimp for USD 20 (EUR 17.49), was later cited in Red Lobster’s bankruptcy filing in early 2024 and resulted in a dispute between the company and Thai Union, which was a minority owner of the restaurant chain, that featured accusations of mismanagement.