• Orlando Sentinel, Monday, October 30, 2006 1:30 PM

Red Lobster will serve more fresh fish, redesign its menu and offer dishes with new flavors, such as creamy honey BBQ sauce. It's all part of a multi-year repositioning to battle a perception that Red Lobster only serves fried seafood.

"In essence, we're looking to give customers fine-dining quality food at about half the price they would pay at a fine-dining quality restaurant," says Kim Lopdrup, president of Red Lobster.

The seafood chain is also testing "toned-down" plateware that moves away from the current tropical design and heavier, upscale flatware, to a possible switch from cloth to linen napkins. And last month, it launched a new "interim" restaurant prototype in North Olmsted, Ohio that features dark wood paneling and softer, warmer lights.

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