All-You-Can-Eat Deals Make a Comeback

Applebee’s and Red Lobster are banking on the appeal of endless dining options as many Americans pull back on their restaurant spending due to inflation. It’s interesting, isn’t it? Just when people are tightening their belts, they’re also drawn back to all-you-can-eat offers.

This spring, these chains are rolling out dine-in deals, probably hoping to entice customers who crave a good value—or maybe even just a nostalgic meal. It’s kind of a gamble, really.

Earlier this month, Applebee’s reintroduced its “all you can eat” special. For $15.99, you can indulge in unlimited boneless wings, riblets, double crunch shrimp, and a generous serving of fries. That’s quite a deal if you think about it.

Meanwhile, Red Lobster is bringing back its “Endless Shrimp” promotion this April, with prices varying from around $25 to $30, depending on where you are. Not too shabby, right?

This move is part of a broader competition in the restaurant industry, where chains are vying for diners’ dollars amid the pressures of inflation. It seems like a calculated strategy to attract more customers, although it does raise questions about the long-term viability of these offers.

While general retail sales are climbing, dining out hasn’t seen the same growth. Some recent data suggests that restaurant spending is lagging behind overall consumer spending.

Applebee’s is also promoting a summer dinner special featuring six different chicken wing sauces and three types of short ribs. But, there’s a catch; customers can only order the deal once per person, and sharing isn’t allowed.

Red Lobster’s endless shrimp deal comes with its own restrictions; it’s strictly for dine-in customers. You can choose from five shrimp dishes, including Garlic Shrimp Scampi and Coconut Shrimp.

The resurgence of these promotions really highlights how eager some chains are to bring diners back after facing challenges like declining foot traffic and increasing operational costs. It might be a precarious mission, akin to chasing after Moby Dick, especially since not all past promotions have worked out well. For instance, Red Lobster’s decision to make endless shrimp a permanent menu item was widely criticized when it nearly led to bankruptcy in 2024.

According to restaurant consultant Craig Miller, these promotions might be more about a short-term boost in traffic rather than a sound, long-term strategy. “These brands are throwing things at the wall to see what sticks,” he said, summing up the current approach.

If diners are wise about their choices, these offers can lead to real savings. Trading experts recommend steering clear of items high in carbohydrates—those can fill you up but are less cost-effective compared to pricier proteins.

At Red Lobster, for example, it might be better to skip the shrimp linguini alfredo and go for dishes like coconut shrimp that are more flavorful and less carb-heavy. After all, it’s all about maximizing value.

There’s also the recommendation to leverage restaurant loyalty programs for discounts and promotions. Many restaurants are now offering special deals that can be quite appealing.

Still, providing unlimited food can be risky for restaurant chains already operating on tight margins. Interestingly, neither Applebee’s nor Red Lobster has disclosed how long their current promotions will last, leaving customers wondering.