The former Smokey Bones executive will join the seafood chain to drive brand marketing and growth efforts.
Red Lobster announced Wednesday that it appointed industry veteran Nichole Robillard as CMO to revamp the 545-unit chain’s marketing engine.
She will oversee the company’s marketing, communications, and culinary teams, reporting directly to CEO Damola Adamolekun.
Robillard joins the team with over 20 years of experience working both the agency and industry sides, most recently leading Smokey Bones through a massive rebranding initiative. With a love for storytelling, operational excellence, and creative thinking, Robillard is known for her ability to connect with consumers and restore relevancy to long-standing concepts.
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“Nichole’s ability to blend creative vision with operational expertise makes her the perfect leader for this role,” Adamolekun said in a statement. “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.”
This year has been transformative for Red Lobster. In May, the 56-year-old legacy brand filed for bankruptcy, removing close to 150 locations. By July, it was sold to Fortress Investment Group, the parent company of SPB Hospitality, via a credit bid.
Despite this, Red Lobster still ranked 10th on the FSR Top 30 Report, making it one of the largest full-service chains in the U.S.
Adamolekun, the previous CEO of P.F. Chang’s, took the helm of Red Lobster in August, leading its restructuring efforts.
Aside from being a driver of growth for multi-unit restaurants, retailers, and global food and beverage brands, Robillard is a current Advisory Board member of the Women in Restaurant Leadership (WiRL) platform, where she advocates for the advancement and empowerment of female leaders such as herself.
“Red Lobster is such an iconic brand, one that is inextricably woven into the North American cultural fabric, and it is absolutely here to stay. We now have this incredible opportunity to reignite a love that exists—but has perhaps just been lying dormant—in the hearts and minds of so many consumers, while creating a new relevance and energy that will attract the next generation of Red Lobster lovers,” Robillard says. “I am thrilled to join this powerhouse team, to be part of what we all firmly believe will be the greatest restaurant comeback story of all time.”
Despite the bankruptcy, the seafood chain has kept an active voice with consumers. In June, it enlisted the help of hip hop icon Flavor Flav to promote its annual Crabfest offer. In September, Red Lobster announced a “Cheddar Bay 2024” campaign—a spin on the presidential election—that gives guests a chance to win free Red Lobster for four years.
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