Red Lobster focuses on quality
NEW YORK – Red Lobster wants to be seen as a purveyor of quality seafood, so it’s getting rid of some of its promotional discounts and stacking the food higher on plates, as is the style at fancier restaurants.
The changes mark the latest attempt by the struggling seafood to stop a years-long sales decline as it embarks on a new era. On Monday, Darden Restaurants Inc. said it completed its sale of the chain to investment firm Golden Gate Capital, despite contentious protests from activist investors.
In his first interview as Red Lobster’s new CEO, Kim Lopdrup outlined the missteps he thought his predecessors made and why he thinks Red Lobster can win back customers.
“At the end of the day, people are not going to go to a Chipotle for their anniversary or their birthday,” he said.