US: Red Lobster introduces frozen food range - Will customers warm up to the new launch?

Casual dining chain, Red Lobster, has debuted a range of frozen meals as rising costs push consumers to explore affordable alternatives to dining out or ordering in. The four-item lineup (titled ‘Red Lobster at Home’) includes biscuits, cod and shrimp and is available at Walmart and BJ’s Wholesale Club outlets.

What do Red Lobster’s current customers think of frozen food?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - Red Lobster’s customers (41%) are nearly as likely as the general US population (42%) to agree with the statement that “frozen foods offer better value for money than fresh food.” On the other hand, 39% of the restaurant chain’s current customers and 36% of the general US population disagree with the statement.

Data from Profiles shows that 23% of Red Lobster’s current customers prefer Walmart Supercenter for most of their food and grocery shopping. Kroger (11%) and Aldi (9%) rank second and third respectively.

Just 3% of Red Lobster’s customers shop at BJ’s Wholesale Club for their food and grocery needs.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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