Red Lobster called its endless shrimp deal ‘irresistible.’ Then it lost $11M.

In hopes of attracting more customers during the summer and fall, Red Lobster in June made one of its most popular specialty dishes a mainstay on the menu: Ultimate Endless Shrimp.

In the past few months, the restaurant saw an uptick in customers, who could pay $20 to eat as many shrimp as they wanted. But the offer, which Red Lobster once called “irresistible,” might have been too popular for the restaurant’s own good.