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Beyonce jolts Red Lobster sales after Super Bowl Formation performance

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Red Lobster chief executive Kim Lopdrup said sales jumped 33 per cent on Sunday and increased "well into the double digits" on Monday after mega star Beyoncé mentioned the seafood chain in her new song, Formation.

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The song, which was released over the weekend, sent customers streaming into the seafood chain on Super Bowl Sunday, which is typically a slow day for the company, Lopdrup said. He declined to give a specific figure for the double-digit increase on Monday, which compares with the year-earlier day.

"This has been a remarkable week - we never expected to be such a hot topic of conversation," he said. "We were delighted to learn that Beyoncé  and her fans loved Red Lobster so much."

Sales were apparently boosted by this racy line in Beyoncé's new track, where she sings about taking her husband Jay Z to the seafood chain after they had good sex. "When he f-- me good, I take his ass to Red Lobster, 'cause I slay."


Lopdrup said he wasn't aware of the Beyoncé song until Red Lobster began trending on Twitter, something he doesn't recall happening before. The restaurant chain, which was acquired by Golden Gate Capital in 2014, had just started its annual Lobsterfest promotion.

Red Lobster has been working to boost growth amid slowing sales and an ageing customer base.

"Super Bowl Sunday is typically not a good day for us, so we were really delighted to see such strong results," Lopdrup said.