For years, “endless” food promotions were seen as the ultimate traffic booster for struggling restaurant chains. But after one seafood giant famously learned the hard way that unlimited deals can spiral into massive losses, some analysts are wondering whether another major chain may now be walking a similar path.
Buffalo Wild Wings rolls out bottomless apps
Buffalo Wild Wings recently launched a new Bottomless Apps promotion, offering unlimited rounds of select appetizers starting at $9.99 for dine-in customers through June 10. The deal includes items like mozzarella sticks, onion rings, fried pickles, chips and salsa, and queso, and is valid for groups of four or less. (There is a $2.99 fee per-person beyond groups of four.)
The promotion has generated major attention online, with customers praising the affordability at a time when many restaurant meals continue climbing in price. Unlimited-style deals often create urgency and can temporarily increase foot traffic for chains looking to boost sales.
Why customers are comparing it to Red Lobster
The promotion has also drawn comparisons to Red Lobster’s infamous Endless Shrimp special — a campaign that later became tied to the seafood chain’s financial collapse.
In 2023, Red Lobster expanded its Endless Shrimp promotion into a permanent menu item. The company later disclosed that the deal contributed to an $11 million quarterly loss as seafood prices rose and customer demand exceeded expectations. The struggling chain ultimately filed for bankruptcy in 2024 and shuttered dozens of restaurants.
Could aggressive promotions signal financial pressure?
Industry analysts say heavy discounting can sometimes point to broader challenges within casual dining. As inflation pressures consumers and restaurant traffic slows, chains are increasingly turning to aggressive promotions to drive dine-in visits.
That does not automatically mean Buffalo Wild Wings is facing the same situation. Unlike shrimp, appetizers such as chips, fried pickles, and onion rings generally carry lower food costs and stronger profit margins. The promotion is also temporary and dine-in only, helping the company better manage costs.
Still, the similarities have sparked debate about whether endless food promotions are becoming a warning sign for chains fighting to maintain customer traffic in an increasingly competitive restaurant industry.
Links on this page may be affiliate links, for which the site earns a small commission, but the price for you is the same
Leave a Comment