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You know what’s really good at Red Lobster? Cheddar Bay Biscuits. And you know who likes eating Red Lobster after having intercourse with someone who does a good job sexually? Beyonce.

See, in her new song, “Formation,” she recites the lyric, “When he f–k me good I take his ass to Red Lobster.” So, not only does Beyonce use AirBNB (perhaps, for sleep and sex), she enjoys Lobsterfest, just like us. It’s such a casual mention, like she’s saying, “hey no big deal, I’m hungry after a good thrusting.”  Literally, something everyone can relate to.

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Perhaps that’s why, according to Red Lobster, since “Formation” debuted, the company has seen a 33 per cent increase in sales. The song debuted less than a week ago.

“We are absolutely delighted with what we saw over the weekend, particularly the consumer sentiment that we saw expressed,” Red Lobster CEO Kim Lopdrup said in a statement. “It’s clear that Beyonce has helped create some Red Lobster fans, and we are very grateful to her for that.”

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And Red Lobster could use the help. In 2014, Darden, the parent company that previously owned Red Lobster, reported a 37.6 per cent decrease of earnings per share. This steep drop led to the company selling the lobster house chain to another company for $2.1-billion. And since then, it’s been an upward climb.

We wanted to know if this brand-Beyonce connection was purely hype-building from a once-floundering chain, so we decided to check in with a Red Lobster location in Toronto, to just get a feel for the vibe. We spoke to a manager named Lillian, who spoke enthusiastically about an unlikely shift in Tuesday traffic. “I’m told there were large parties here [on Tuesday],” she said. “Which is very unusual for a Tuesday.”

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Imagine, for a second, your average family friendly Red Lobster on a Tuesday evening. Mom’s got a lobsterita, dad’s got a bucket of Coronas, and the kids are munching on savoury, delicious biscuits. Then, like a switch, a swarm of people suddenly enter, repeating the word “slay” over and over again. The crowd approaches the hostess, and says something like, “okay, lady, point us in a direction.”

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Or maybe this hasn’t happened anywhere. Maybe it’s all just a big coincidence.

Or maybe, just maybe, this is what power is. Power to manipulate the masses to skip cheap movie night for a evening of Dueling Lobster Tails.

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