New Red Lobster Chief Hints at Sea Change

June 2004
Restaurant Business;6/15/2004, Vol. 103 Issue 10, p16
Trade Publication
After losing customers in its drive for sophistication, Red Lobster Restaurants Coo. is undergoing a rigorous self-review to determine what identity it should present to Middle America, according to new president Kim Lopdrup. In speaking with investors, Lopdrup acknowledged that the chain had made critical mistakes in relating to that constituency — a surprising admission from someone who'd previously overseen those marketing efforts. Investors have asserted that the chain alienated customers with its new menu of more upscale and expensive selections. Lopdrup noted that Red Lobster would indeed change its hill of fare to include more "middle of the menu" entrees. Lopdrup's promotion, from EVP of marketing, filled the vacancy left by the abrupt departure in January of Dick Rivera.


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