When Red Lobster released their highly anticipated unlimited shrimp promotion, it quickly became one of the most popular deals the chain had ever seen. Unfortunately, the unbeatable deal ended much sooner than anticipated and customers were left disappointed. Red Lobster initially debuted the promotion in mid-May, allowing customers to purchase 10-ounce plates of unlimited shrimp – including their signature handcrafted seafood specialties – for just $15.99. The offer was only available for a limited time, but Red Lobster reported unprecedented levels of demand. It soon became clear that the promotion was too popular – and too cheap – for the company to keep up with. “Due to overwhelming demand, the $15.99 Endless Shrimp special has ended sooner than expected. We apologized for any inconvenience caused,” Red Lobster wrote in a statement to the media. In order to meet the demands of the Unlimited Shrimp promotion, Red Lobster experienced a significant strain on resources. The company’s procurement staff was unable to keep up with the demand and the restaurant chain had to ink additional contracts with suppliers in order to keep up with supply levels. Red Lobster’s decision to end the promotion early was a difficult one to make, but necessary in order to provide customers with the same level of quality they’re accustomed to at the restaurant chain. For those customers missing out on the deal, Red Lobster is still offering a five-ounce “Classic Shrimp” plate featuring tender butterfly shrimp for only $9.99 – a more than fair substitute. For customers who still want to grab a plate of Endless Shrimp, Red Lobster has announced that they plan to extend the promotion when demand has declined. While an end date is yet to be announced, Red Lobster has assured customers that they will receive ample warning before the deal is brought back.