American casual dining chain Red Lobster revamped it’s menu in November to increase struggling sales by nixing dishes such as tortilla soup and pork chops and making 85% of the menu seafood-based.
The verdict one month in? It’s not working yet.
UK-based Internet market research firm YouGov’s BrandIndex says the chain’s “value perception with diners has declined to its lowest level of the year to date (in fact, it is the lowest score since Fall of 2012).”
That’s bad news for a brand that has undergone a lot of turmoil of late — due to low performance, it was sold by restaurant giant Darden Restaurants to California investment firm Golden Gate Capital this past summer.
