Red Lobster: Sea Food Differently
Grey
Business challenge and objectives: Revitalizing a stale brand in an evolving category
When Red Lobster was founded in 1968, the brand gained popularity by making fresh seafood accessible to everyone and creating a place where people could celebrate both special occasions and everyday connections. However, guests now have an abundance of choices for fresh seafood, ranging from other restaurants to grocery stores, making it hard for Red Lobster to differentiate based on the seafood offer alone. On top of this, in recent years most guests have perceived Red Lobster's food as frozen and fried,...