Red Lobster is leveraging the outpouring of support it got from its fans after it declared bankruptcy to promote its annual Crabfest.
The casual-dining chain, which filed for Chapter 11 bankruptcy protection last month as it closed 93 of its more than 600 locations, has enlisted the support of rapper Flavor Flav to hype its Crabfest.
The entertainer called Red Lobster “one of America’s greatest dining dynasties” on social media, posted a statement from the Orlando-based chain that bankruptcy doesn’t mean going out of business, and said “Yo @redlobster, CALL ME,!!! I gotchu.”
Apparently the chain did call him, and had him narrate a commercial for Crabfest, calling out its roasted garlic butter and new Cajun butter offerings of the seafood.
"We love seeing our fans show up and rally for us, so when Flavor Flav reached out, we answered the call and invited him to join us in reminding fans we're here to stay," Red Lobster chief experience officer Sara Bittorf said in a release announcing the marketing campaign.
Apart from Flavor Flav, other fans have joined an unofficial campaign with the hashtag #savethebiscuits, referring to Red Lobster’s beloved Cheddar Bay Biscuits, as the chain seeks protection from creditors.
Red Lobster is now hoping to be purchased by those creditors after its major shareholder, seafood supplier Thai Union, pulled support from the brand.
In the bankruptcy filing, restructuring expert and current Red Lobster CEO Jonathan Tibus said Thai Union might have been complicit in the chain’s financial woes, by pushing an unprofitable Ultimate Endless Shrimp promotion, possibly to offload its own product.
Crabfest, which is currently underway, is offering guests crab legs simply steamed or in either of the butter sauces.
"Crabfest has been a guest-favorite event for years and we're excited to bring the flavor, along with a variety of wild-caught crab for our guests to enjoy, now and for generations to come," Bittorf said.
Contact Bret Thorn at [email protected]
