• The New York Times, Wednesday, July 25, 2007 10:30 AM

Acknowledging that its restaurants are perceived by some people as frumpy and downscale, Red Lobster is undergoing its biggest makeover in its almost 40 years. The new menus put greater emphasis on freshness, and kitschy fish-shaped tables will be replaced by more natural-looking décor featuring stone and wood.

Kim Lopdrup, president of Red Lobster, says that the initiative is part of a three-stage effort. The first phase involved improving operations so that customers got what they ordered and did not have to wait too long. The second is aimed at changing the public image and perception. The third will be dedicated to increasing sales at existing restaurants and perhaps adding locations.

The most visible part of the effort so far is a national television campaign that features healthier-looking fare and a message that emphasizes freshness rather than low prices. Two current spots carry the new tagline: "Come see what's fresh today."

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