The Gist
-
Authenticity wins customers. Brands thrive when they embrace bold, honest communication that resonates deeply with customers.
-
Small changes, big impact. Tweaks like menu redesigns or ambiance updates can dramatically enhance customer experience and loyalty.
-
Passion fuels teams. Engaged leadership inspires employees and creates a ripple effect that improves brand perception and customer satisfaction.
One of my closest friends here in Austin LOVES Red Lobster, so much so that every time his family comes into town for the holidays, he invites our entire friend group to join them for dinner at the red-shelled oasis of seafood. In a food category that traditionally came with a hefty sticker price, Red Lobster found a way to make seafood affordable.
Or did they?
Red Lobster had to file for bankruptcy in the fall of 2024. It turns out that giving customers endless supplies of shrimp wasn’t a totally sound business plan. And combined with a property leasing structure that wasn’t sound or sustainable, the Red Lobster pot was sure to boil over.
However, in an unexpected twist of fate, Red Lobster restructured its organization and re-emerged from bankruptcy with a new plan, a new menu and a new 35-year-old CEO.
Come again? A 35-year-old CEO is set to lead the charge of a national restaurant staple that only just emerged from bankruptcy?
Yes, you heard that right. Damola Adamolekun is at the helm and steering the Red Lobster ship out of the depths of bankruptcy, into the smooth seas of (hopeful) success. With backing from Fortress Private Equity, there’s much to do for the young top gun.
Table of Contents
New CEO Respects Customer Experience Strategy
This CEO not only gets it, but he will represent the new way of how brands should look to build a customer experience strategy that offers transparent communication that inspires customers to engage with brands.
Recently, Damola was with PF Changs, and he is credited with helping them revitalize their business in the aftermath of COVID-19. As part of his new role, Damola spent time with the Wall Street Journal and detailed his plan for sustainable growth. He outlined his approach to team structure and discussed how he intends to win both existing and new customers.
Deeper than that, there’s a bigger reason why Damola’s appointment is something all brands should pay close attention to. And it’s not his age. It’s what he says, how he says it and his undeniable authenticity around what he believes in.
Here are three ways your brand can adopt Damola and Red Lobster’s approach to increase transparency, communication and loyalty and ultimately improve customer experience.
Embrace Boldness and Authenticity in Your Brand Strategy
Damola doesn’t beat around the bush. When asked recently during a CNN interview about the endless shrimp deal that Red Lobster previously touted as their staple, he said, “It’s a very expensive product to give away endlessly.” Damola isn’t afraid to tell customers the truth about a product that is popular but not sustainable. While customers may not be thrilled that endless shrimp isn’t available, they can still experience a nostalgic mindset when enjoying a Red Lobster meal.
My friend who loves Red Lobster said, “Growing up in North Dakota, there aren’t many restaurant options period, especially seafood. Going out to eat was a special thing, and once a year we as a family would go to Red Lobster on Christmas Eve. Being able to be with family and enjoy shrimp, lobster and crab legs was the ultimate combination.” Tanner Friesen: Red Lobster aficionado.
Tanner brings up something extremely important, which is the nostalgic emotional connection between customer and brand. That’s exactly what Damola Adamolekun hopes to tap into in his customer experience strategy.
Brands can’t just rely on a fancy marketing strategy or something like endless shrimp to bring customers in. It takes more than that. Brands need to focus on creating experiences that my friend Tanner had as a kid, and they need to build opportunities for customers to connect with brands.
Unlike Tanner, I never grew up going to Red Lobster. But because he did and he always raves about it, I now end up going with him. Because of that, Red Lobster has gained a new customer. This is the new way to brand.
Related Article: The Fall of Fake: Why Consumers Are Turning to Brand Authenticity
Small Changes Can Drive Big Impact in CX
In part of his interview with the Wall Street Journal, Damola talks about how looking into things that appear small, may actually yield big impacts.
“If you were to say, where is the value in this menu, you’d have to hunt for it,” Damola said. He highlighted ways to improve the menu including reducing the number of items, changing the layout and rethinking the aesthetics and the photography.
However, it’s not just the menu. It’s also the environment at the restaurant. “Things that should have been fixed a long time ago weren’t,” Damola said. He added that injecting energy into a restaurant doesn’t necessarily have to cost anything. It could be something as simple as changing the music or dimming the lights.
Damola focuses on the small things that could yield increased revenues. At PF Chang’s, he said, interior renovations increased sales by 5% to 10%.
All brands have the opportunity to look at old, overlooked elements of their business with fresh eyes, particularly when refining their customer experience strategy. What’s important is to truly understand who your customers were, who they are now and who you want them to be in the future. Creating exceptional experiences for customers doesn’t have to break the bank. It simply requires a deep understanding of what matters most to folks who choose to do business with you.
Related Article: 9 Building Blocks Toward Exceptional Customer Experience
Lead by Example in Your Customer Experience Strategy
When you listen to Damola talk, you can feel his passion, see his transparency and sense the inspiration that lives deep in the fabric of who he is.
In watching some of his video interviews, one thing is clear and apparent. He spends time talking, joking and collaborating with his employees at each location. He transcends the brand image that he has built in his head, and his employees can feel the possibilities of the future.
Building a great brand isn’t a one person job. It takes a team, all rowing in the same direction to yield success and customer satisfaction.
Damola exemplifies the qualities that attract employees to follow his lead, and employees will be inspired by his own personal journey to forge a path of their own.
Employee Experience Matters in Customer Experience Strategy
A brand’s employees are one of the most important customer touchpoint investments that can be made in any customer experience strategy. If you’re passionate about the brand you work for, find ways to let your employees see, feel and hear it. Passion and inspiration are contagious and cannot be overlooked as a key strategy for customer experience excellence and brand growth.
All this brings me back to my days in school studying the four Ps of marketing: product, price, place and promotion. The one P that always gets left out is people. People are the reason customers come back. People are the reason customers have great experiences. People are the reason brands are successful.
Damola is passionate, transparent and, most importantly, believable. His bold transparency around things like endless shrimp not working showcases his lack of fear to level with his employees and his customers. Sure, things won’t be the same as they were before. What brought you in as a customer yesterday won’t be what brings you in today. But people like my friend who have core memories, traditions and experiences with Red Lobster will lay the foundation for a new wave of customers.
Is it enough to keep Red Lobster afloat? Time will tell. But if you ask Damola, my guess is he would quote Chief Brody from “Jaws” and say, “We’re going to need a bigger boat.”
Core Questions Around Damola Adamolekun and CX
Editor’s note: Here are two important questions to ask about Red Lobster’s CX strategy.
How is Red Lobster’s new CEO changing the customer experience strategy?
Damola Adamolekun is focusing on authenticity and transparency to reshape the brand’s CX strategy. He has openly addressed past issues, like the unsustainable “endless shrimp” promotion, and is now emphasizing a more sustainable, emotionally engaging approach. By making small but impactful changes, he aims to drive brand loyalty and growth by providing customers with memorable dining experiences.
What lessons can brands learn from Red Lobster’s CEO about CX?
First, be bold and transparent. Acknowledging challenges like unsustainable promotions can build trust with customers. Second, pay attention to small details. Changes in restaurant environment or menu layout can lead to significant improvements. Lastly, create a company culture that encourages loyalty and passion, as Damola does with his team.
Learn how you can join our contributor community.
