Get in formation for Valentine's at Red Lobster.
It’s safe to say that Red Lobster has a favorite song, and it’s Beyoncé’s latest single, Formation.
After the pop culture icon gave Red Lobster some praise that can’t be reprinted in Fortune, the chain said that its sales jumped 33% this past Sunday compared to SuperBowl Sunday last year, according to the Associated Press.
Now, Red Lobster has launched a shirt give-away pegged to its busiest day of the year, Valentine’s Day. Couples who take selfies at a Red Lobster location will be considered for the shirts, which say, “Someone thinks I’m #Lobsterworthy.” Red Lobster spokeswoman Erica Ettori told BuzzFeed that the shirt “means different things to different people” and wasn’t necessarily in response to Formation.
Red Lobster has seemed hesitant to embrace its call-out, in which it was saucily described as a reward for romantic partners. The family-friendly chain took eight hours to craft a tweet in response to the single, which many fans found underwhelming:
The shirt promotion, which began Friday, will last seven days, BuzzFeed reported.