Red Lobster

Putting the Fresh in Menu Refresh

After using the same system for several years, Red Lobster's menu had become clunky, outdated and overly complex. With five to seven separate menu components, guests were overwhelmed with choice and redundancy. Additionally, guest perception of the brand was declining, most notably around the freshness of the seafood.

Our goal was to simplify the menu experience while simultaneously making it more flexible, improving quality perceptions and increasing sales.

To simplify we created a single, spiral-bound core menu allowing pages to be easily updated and replaced. Using menu engineering and reviewing internal Red Lobster data we identified items that are known guest favorites and also made note of the high margin entrées. By strategically placing these elements throughout the menu and spotlighting new specials, we were able to feature Red Lobster’s best offerings in the most optimized way. 

The layout was simplified into clear sections with increased white space and fewer distractions. This breezier, coastal vibe allowed the guests to navigate with ease. Finally, we updated the photography, developing a perfectly imperfect style that brought brightness, craveability and energy to the imagery. 

All of these changes together not only made the new menu look and feel fresh and vibrant, but we were able to naturally drive up the average total check per customer.

ROLE: Art direction, design

Results: 

Guests left with an overall higher brand opinion. Positive check margin increased, including new item preference increasing by 35%. Menu production costs stayed in line with the existing menu system.

A Whole New Way to Lunch

Like many casual restaurant chains, Red Lobster was looking to improve their lunchtime performance in the wake of the rising fast casual dining trend. By looking to a “choose-your-own” model like Chipotle and Panera Bread, Red Lobster’s Seaside Express was born.

Our goal was to reimagine Red Lobster’s lunchtime experience giving guests the quality of casual dining at the speed and value of fast casual.

Seaside Express was developed to be easy to order and quick to arrive. Guests followed simple signage that instructed them to order and pay upon arrival. In less than 15 minutes, a hot, fresh seafood lunch was delivered to their table. Because the scope of service is intentionally limited, guests could simply eat and leave at their leisure—no tipping necessary. For nearly the same price as a fast food lunch, guests could enjoy a quick, sit-down meal in Red Lobster’s cozy, coastal environment. 

ROLE: Art direction, design, lettering