American seafood chain is betting big on nostalgia and bargains to win back diners

America's biggest seafood chain has had a different look lately From an advertising campaign with NYSNC member Joey Fatone to reviving fan favorites like popcorn shrimp and hush puppies Red Lobster has heavily leaned into nostalgia and cost-cutting The chain has also refreshed its menu with seafood boils shrimp deals and lobster rolls Led by -year-old CEO Damola Adamolekun the rebrand has been well-received by the casual dining restaurant's biggest fans CRACKER BARREL FAN SAYS 'HEALING ABSOLUTELY BEGINS NOW' AFTER RESTAURANT CHAIN NIXES MAKEOVER Joey from NSYNC being in this ad was all the motivation I needed to go to Red Lobster one X user wrote I will try Red Lobster because of the new menu very soon another mentioned Food is expensive and Red Lobster has dependably been pretty good and affordable It stands in stark contrast to Cracker Barrel which was panned by its biggest fans for trading its Southern-inspired logo for a sleek modern one The company has since reversed the decision CRACKER BARREL OR WAFFLE HOUSE THE SOUTH'S BULK HEATED FOOD DEBATE RETURNS AMID LOGO SAGARed Lobster's rebrand is also notable given that the chain filed for Chapter bankruptcy protection in May after closing of its locations across the country As of last September Red Lobster still operates locations per Reuters Since then the chain has restructured various pricing such as switching its Ultimate Endless Shrimp deal which led to an million loss Reuters published to an Ultimate SpendLESS Shrimp special So what's behind the new old-school appeal Fox News Digital spoke with branding professionals for analysis of the move Amore Philip a New York masses relations strategist explained the reintroduction of old dishes is closely tied to consumer psychology HOOTERS PLANS TO MAKE ICONIC ORANGE SHORTS LESS REVEALING AS PART OF BRAND REBIRTH When a restaurant chain brings back items that longtime customers remember fondly it taps into an emotional connection that goes beyond taste Philip noted Food is deeply linked to memories family moments and comfort she explained Fox News Digital By reviving these classic dishes Red Lobster isn't just selling menu items It's offering a sense of familiarity and belonging Philip explained she's seen the nostalgia trend across the restaurant and retail industries but Red Lobster's Joey Fatone campaign was a unique spin on the concept CLICK HERE TO SIGN UP FOR OUR LIFESTYLE NEWSLETTER This integration of retro menu items with pop-culture storytelling allows the brand to connect with multiple generations simultaneously she disclosed It signals that Red Lobster isn't just revisiting the past It's reinventing it in a way that keeps the brand relevant in contemporary times International brand consultant Nadja Atwal described Fox News Digital that Red Lobster's rebrand remind s America that the claws still have fight left MORE FROM FOX NEWS LIFESTYLE With new leadership bold renovations celebrity tie-ins and a customer-first mindset Red Lobster is rewriting the playbook for how legacy chains survive and thrive in the TikTok era she noted Atwal who splits her time between New York and Germany cautioned that at the end of the day it all comes down to food quality and flavor Don't get lost in the memory lane photo-ops They've got to keep delivering flavor value and experience in real-time she explained Fox News Digital reached out to Red Lobster for comment