Hypothesis

Red Lobster wanted to retest and validate their culturally embedded beliefs of why customers enjoy or don’t patronize  Red Lobster.

Data Sources

All data from the internet review sites, Yelp, Reddit etc.  (5000) comments in all.  The covered everything  – menu, dishes, service, ambience, reservations, hot biscuits and general observations.  The survey included data over time, so that it was able to spot trends. 

Revelations

Red Lobster validated many of their internally held beliefs.  For example,  their patrons love traditional promotions like “Endless Shrimp” and “Crabfest.”   But interestingly, their core audience did not appreciate the chain’s attempts to market itself as a more upscale restaurant.   People had very strong negative opinions some corporate changes were made like crab cakes being taken off the menu.

Business Value

The vast amount of data and  analysis helped the chain make some significant marketing and menu moves.  They made stronger efforts to maintain their core base by not alienating them in favor of fancier trappings; they kept or reinstated favorite longtime promotions, and;  they quit there internal efforts to change the plating of the food to make the “Seafood the Star.”