Red Lobster appoints Nichole Robillard as new CMO in post-bankruptcy era

USA – Casual dining restaurant chain Red Lobster has appointed Nichole Robillard as its new Chief Marketing Officer as part of its post-bankruptcy restructuring plan.

The new CMO will lead the chain’s marketing, communications, and culinary teams as the seafood chain embarks on its next chapter.

According to a company release, Robillard will report directly to CEO Damola Adamolekun, who highlighted her ability to merge creative and operational strategies as an asset for the brand’s evolution.

Robillard, previously the Chief Marketing Officer at Smokey Bones, brings experience from a recent rebrand she led at the barbecue chain—insights Red Lobster may draw on for its own revitalization efforts.

Over her two-decade career, she has also worked in advertising and on the operational side of the restaurant industry, providing her with a multifaceted perspective well-suited to the challenges ahead.

Her appointment comes as Red Lobster guides its 545 U.S. and Canadian locations into a “new era” following its recent emergence from Chapter 11 bankruptcy protection.

Known for its seafood offerings and signature Cheddar Bay Biscuits, Red Lobster entered bankruptcy in part due to the financial strain caused by its popular “Ultimate Endless Shrimp” promotion, which brought crowds to its restaurants but was costly for the business.

However, the company’s challenges run deeper, with longstanding issues stemming from complex sale-leaseback real estate arrangements under its previous ownership.

Last month’s exit from bankruptcy resulted in the sale of Red Lobster to RL Investor Holdings, while former P.F. Chang’s executive Damola Adamolekun was appointed CEO. This week, Red Lobster also named Bob Baker, a veteran in the industry, as its new Chief Financial Officer.

Despite these turbulent months, Red Lobster has kept its marketing efforts active. In June, the chain launched a campaign with rapper and media personality Flavor Flav, celebrating the return of its Crabfest promotion and reinforcing the message that Red Lobster is “here to stay.”

Damola Adamolekun welcomed the appointment by saying, “As we look to reconnect with longtime guests and reach new audiences, Nichole’s leadership will help us remind the world what they love about Red Lobster and invite them to experience it again.”

“I am confident that with her guidance, we will achieve these goals and strengthen our position in the industry.”

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