OBJECTIVE
Reposition Red Lobster as a cool, authentic dining destination for Gen Z
PROBLEM
Casual dining is tired and overlooked like the middle child
INSIGHT
Middle children aren't boring, they're heroes
CREATIVE PLATFORM
Show that Red Lobster is the everyday life humble hero
Red Lobster Strategy Story
The middle child is notorious for being overlooked. Not the first born and not the “baby” of the family. Red Lobster is the middle child of dining– fun, casual, comfortable, yet often overlooked by fancier and trendier restaurants.
This is the place where genuine interactions happen, free from all dress codes yet is where friends laugh together over crab legs, teenagers are calmed by clam chowder on their first dates, and reunions transpire over shared fish and chips.
When you go to a fast food restaurant it lacks community, when you go to a fine dining restaurant you have to present your best self and dress up. Young consumers tend to choose between the two extremes, either they choose to go to a fast food restaurant where they can get quick meals or go to a fancy restaurant for the “experience”.
No one should have to choose. People deserve a place that isn’t snooty or have to settle for a rushed meal.
A humble hero in everyday life
The concept of a casual restaurant that stands in between “fancy” and “fast food” is often categorized as a “Family restaurant”. Referencing the wise words of Goldilocks, Red Lobster is “just right”.
A humble hero in everyday life, at Red Lobster lets you be your authentic self. Here is a place where real life happens- and Red Lobster is there to support you. Here you can “spill the tea” with your girlfriends, loudly laugh at a joke, or rant about how you have no idea what you are doing in life. Red Lobster doesn’t judge.
At Red Lobster, the value is in the conversation- not the place. They provide comfort food to support you in the good times and the bad. Red Lobster has the opportunity to present itself as the underdog hero in everyday life, saving you from overly fancy dinners and unmemorable drive-by meals.