This story has been corrected. See below.
A quick note to the social media folks at Red Lobster: Stop digging
Beyoncé dropped the mother of all branding gifts on the seafood chain Saturday, when she surprise-released her new single “Formation” replete with the, um, saucy line, “When he f*&% me good, I take his ass to Red Lobster.”
It was apparently such a major gift that Red Lobster didn’t know how to respond. Being that there was no way for the restaurant to not know what Beyoncé had said (after all, it wasSuper Bowl weekend, ground zero for corporate America’s advertising and social media efforts), the delay caused Beyoncé fans to hyperventilate on Twitter in anticipation.
Red Lobster are ringing their social media manager like "I DON'T CARE IF YOU'RE HAVING DINNER MARK WE NEED YOU RIGHT NOW"
— Sam Diss (@SamDiss) February 6, 2016
waiting on red lobster like… pic.twitter.com/qEwObDgyqX
— Dara (@daraoke) February 6, 2016
You have to sympathize with the Red Lobster social media folks—just a little—considering that they had to figure out how to square their family-dining image with a shoutout that portrayed a visit to the restaurant as a kind of performance bonus for good sex.
But eight hours? That’s how long it took Red Lobster to reply. And it was with a tame offer to name their biscuits after Beyoncé. Nothing sexy here.
"Cheddar Bey Biscuits" has a nice ring to it, don't you think? #Formation@Beyoncepic.twitter.com/QzgVtYAKNo
— Red Lobster (@redlobster) February 7, 2016
Let’s just say that didn’t fly. The insults came fast and furious.
Https://twitter.com/riamichelle/status/696193710829215746
https://twitter.com/KINGS0L0M0N/status/696193475839180800
We were hoping @redlobster wouldn't disappoint us but… pic.twitter.com/C29cvwZpjW
— xoNecole (@xonecole) February 7, 2016
Not content to let it go, the social media people at Red Lobster tried to recover on Sunday—twice—but again got savaged for their decided lack of cleverness and spice.
You try to bake Cheddar Bay Biscuits and tweet at the same time! #harderthanitlooks#Formation
— Red Lobster (@redlobster) February 7, 2016
@redlobster just stop. You tried. Pic.twitter.com/IUfG4M5Cv2
— R L. Wood (@DuneStar19) February 7, 2016
Our bad. We're really busy for some reason. #ThanksB #👑🐝
— Red Lobster (@redlobster) February 7, 2016
https://twitter.com/TonyLee_/status/696459976244596736
Even the New York Times is getting in on the fun, offering up recipes for those who apparently don’t have the skills for a Red Lobster invite.
If you're not getting taken to Red Lobster this week, maybe try a few of these recipes? Https://t.co/UeVumZBwiqpic.twitter.com/hYVlj75uss
— Sam Sifton (@SamSifton) February 7, 2016
On the bright side, while the Twitterati is wishing a slow, painful death on the Red Lobster marketing and PR department, no one’s complaining about the food, and the brand is on the top of half the world’s mind as a reasonable reward for a good time.
Correction: An earlier version of this story incorrectly stated that Red Lobster is owned by Darden Restaurants.