September 8, 2024 — In a move more reminiscent of a food critic than a corporate executive, Damola Adamolekun, the new CEO of Red Lobster, conducted a covert operation earlier this year by visiting various locations of the seafood chain across the United States before officially stepping into his role. His mission: to taste the food, experience the service, and understand the challenges facing the brand from the ground up.

Adamolekun’s undercover visits began in May, months before his August appointment by Red Lobster’s parent company, Fortress Investment Group. The 35-year-old executive, who previously led the pan-Asian restaurant chain P.F. Chang’s, dined anonymously on crab legs, Maine lobster tail, and the chain’s iconic Cheddar Bay biscuits. Unbeknownst to the employees and fellow diners, Adamolekun was evaluating the brand’s current state, gauging whether it was worth his commitment to steer the troubled company back to stability.

Red Lobster, a staple in the casual dining sector for 56 years, has faced significant hurdles in recent years. In May, the company filed for bankruptcy, citing a disastrous $20 all-you-can-eat shrimp promotion, which resulted in an $11 million loss, compounded by inflation, decreased foot traffic, and internal disputes with its former owner, Thai Union. The bankruptcy led to the closure of dozens of restaurants across North America and the auctioning of equipment from more than 50 locations.

Adamolekun, known for his hands-on approach and keen business acumen, took these challenges head-on. He didn’t just focus on the food quality but also engaged with employees and regular customers to understand their perceptions and what the brand needed to revitalize its image and offerings.

“People just want quality food in a comfortable setting and to connect with the history of the brand,” Adamolekun shared with *The Wall Street Journal* after his covert visits. “That’s the first step.”

However, this first step is more like a leap for a brand struggling to stay afloat. Red Lobster’s new parent company, Fortress Investment Group—a $49 billion powerhouse in the investment management world—has placed its faith in Adamolekun’s leadership to navigate the company out of its current turmoil.

Adamolekun’s journey to becoming the CEO of Red Lobster is as unconventional as his methods. Born in Nigeria and raised across Zimbabwe and the Netherlands, Adamolekun moved to the United States at the age of nine. A high school speech and debate champion with a passion for investment, he graduated from Harvard Business School in 2017. By 2020, he was the CEO of P.F. Chang’s, a position he held until 2023 when he joined Garnett Station Partners, a private equity firm. His diverse background and swift rise in the business world make him a unique figure in the restaurant industry.

His practice of blurring the lines between leisure and work is well-documented. In an interview with *Fortune* in 2023, Adamolekun revealed that his days often start at 4:30 a.m. with a seven-to-eight-mile run and end with a cigar, underscoring his philosophy that “my life is my work. My work is my life.”

This blending of personal and professional life is evident in his undercover visits to Red Lobster restaurants—a budding practice among CEOs that echoes the premise of the popular television show *Undercover Boss*. Such immersive experiences allow executives to gain a deeper understanding of their businesses and the often overlooked contributions of frontline employees.

Adamolekun is not alone in this approach. Former Chipotle CEO Brian Niccol, for instance, began his tenure in 2018 by working at a Chipotle facility in Denver. Though Niccol never held a position at one of the restaurants, he learned to manage a location during a busy lunch rush, chop vegetables, prepare sides, and wrap burritos—an experience he described as an art form.

As Adamolekun officially takes the reins at Red Lobster, the industry will be watching closely to see if his undercover insights and leadership can breathe new life into the embattled seafood chain. With Fortress Investment Group backing him, Adamolekun’s mission to revive Red Lobster is now in full swing. Whether his unconventional approach will yield the desired turnaround remains to be seen, but one thing is clear: Adamolekun is not afraid to get his hands dirty—or, in this case, buttery.

Credit: Fortune