What’s Up with Red Robin? How Legacy Brands Lose Relevance—and How Some Win It Back

 

Once upon a time, Red Robin was the place for family dinners, high school hangouts, and weekend burgers. Founded in 1969 in Seattle, the brand became iconic in the 1990s and early 2000s for its fun, full-service dining model and the unforgettable jingle: “Red Robin… YUM!”

At its peak in 2015, Red Robin had over 530 locations. Fast forward to 2024, and it has closed nearly 130 restaurants, and foot traffic is down over 25% compared to 2019. In an era where fast casuals like Shake Shack and grocerants like Wegmans' Market Café are thriving, Red Robin’s struggles signal a bigger issue: customer relevance lost to internal drift according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Instead of doubling down on consumer needs—speed, digital access, flavor innovation—Red Robin focused on cutting costs, closing locations, and trying to fix its kitchen throughput. It prioritized operations over experience and efficiency over evolution.

But this isn’t a new story. Let’s look at some historical context.

 

Other Brands That Lost Relevance—and Vanished

🔻 Howard Johnson’s

Once the largest restaurant chain in America with over 1,000 locations, Howard Johnson’s was the roadside brand of mid-century America. It failed to evolve with consumer tastes in the 1980s and 90s, falling victim to faster, fresher fast-food competition. By 2017, the last restaurant had closed.

🔻 Chi-Chi’s

A Mexican-American chain that peaked in the 1980s with over 200 locations, Chi-Chi’s failed to keep up with authentic, modern Mexican food trends. A hepatitis outbreak and brand stagnation sealed its fate. By 2004, it was gone in the U.S., living on only as a grocery-store salsa label.

 

Brands That Lost Relevance… Then Came Back

Domino’s Pizza

In the early 2000s, Domino’s had a terrible reputation for quality. But by 2010, it radically overhauled its recipe, leaned into self-deprecating honesty, and launched a digital ordering transformation. It became a tech-forward pizza chain with over 75% of orders coming digitally by 2022, and saw stock gains of over 3,000% over a decade.

Panera Bread

After years of flat growth, Panera embraced the grocerant ethos—adding delivery, curbside, loyalty integration, and menu customization. By 2019, it launched Panera 2.0, reemphasizing wellness, convenience, and mobile-first ordering. Today it’s one of the most successful fast-casual players in the U.S.

 

Red Robin's Turning Point—and a Path Forward

Red Robin didn’t fall because Americans stopped loving burgers. It fell because the context in which we eat burgers changed, and Red Robin didn’t.

People now want:

·       Meals in 12 minutes, not 45

·       Food that travels well, tastes clean, and feels modern

·       Digital ordering, delivery options, loyalty rewards

·       Less meat, more global flavor, and customizable portions

Red Robin stuck with a 1998 playbook in a 2025 marketplace.

 

Five Strategies to Regain Relevance (Grocerant Guru's Playbook)

1.       Recenter the Brand Around the Customer Journey
Look at every touchpoint—app, curbside, dine-in—and ask: Is this built around how the customer lives, eats, and thinks in 2025? If not, rebuild it.

2.       Embed Grocerant Innovation
Red Robin could easily introduce gourmet burger meal kits, heat-and-eat sides, or cold case “Fries & Shake” packs in local groceries. Extend the brand beyond four walls.

3.       Refresh the Menu with Function and Flavor
Add plant-forward options, regional flair, and wellness-conscious items. But don’t lose your core—reboot it. Bring back a reimagined Banzai Burger or Whiskey River BBQ Bowl with premium flair.

4.       Make Experience as Scalable as the Meal
Guests want emotion with their transaction. Whether it’s through branded packaging, birthday specials, or mobile check-in games, build in memorable, low-friction touchpoints.

5.       Let Technology Serve, Not Distract
Don’t digitize for the sake of it. Use tech to streamline ordering, re-engage lapsed users, and personalize deals—not to replace hospitality.

 

Think About This: Relevance is a Moving Target

Legacy brands like Red Robin have all the raw ingredients: brand equity, nostalgia, real estate. But those ingredients don’t cook themselves. Without constant reinvention around the customer, even the most iconic names can disappear.

The good news? Comebacks are possible. But they require bold action, clear focus, and the willingness to stop looking inward—and start listening to the people on the other side of the plate.

Gain a Competitive Edge with a Grocerant ScoreCard

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Since 1991, Foodservice Solutions® has been the global leader in the Grocerant niche—helping brands identify high-growth strategies that resonate with modern consumers.

📞 Call 253-759-7869 or 📩 Email Steve@FoodserviceSolutions.us