After reading the case, Red Lobster, please provide an answer to the following questions:
- Should Red Lobster target the Experientials segment? Why or why not?
- Is “approachable, fresh seafood” still the right positioning? Why or Why not? How much positioning change is possible while keeping the name Red Lobster?
- Should they continue with the traditional price promotions that drove so much traffic? Or, should they be scaled back? Why or Why not?
- Do you think raising prices is an option? Why or why not?
- Should they revisit the wine offer to cater to Experientials? Why or why not?
- Should they expand the menu beyond seafood to steal share from competitors? Why or why not?
- How urgently should the remaining restaurants be remodeled?
- Beyond what’s mentioned in the case, what do you think is the biggest issue Red Lobster faces?
Categories: