Image: New York City Brewers Guild

When a restaurant runs a promo, the goal obviously is to bring in new customers in the hopes of generating repeat business. That is undoubtedly what seafood chain Red Lobster had in mind when it announced its annual all-you-can-eat Endless Shrimp promotion last year.

But when the smoke cleared, the company discovered that its promo appeared to have backfired. The chain ended up reporting a record $12.5 million operating loss in the fourth quarter of the year.

So what has Red Lobster learned from its misadventure? For its annual AYCE Lobsterfest, which began Tuesday, the chain is auctioning off free of charge 150 two-hour feasts that include unlimited lobster, two sides, and Cheddar Bay Biscuits at participating restaurants. The “Endless Lobster Experience,” as they are calling it, will last until supplies run out.

If you’d like a chance at a free dinner, scroll down to the social media links on this page.

NYC Beer Week

Another NYC Beer Week has come to town courtesy of the New York City Brewers Guild. Organizers estimate that over 60 of the country’s leading breweries will take part in the festivities, pouring 140 different styles of beers. (Check here for a periodically updated list.) Drink-friendly snacks will also be on hand, and so will live DJs spinning.

The event, which starts tomorrow, Feb. 24, will be held at the Guild’s Building 8 in Sunset Park, Brooklyn. Tickets for the opening bash are $95 for general admission, $115 for VIP and may be purchased here (scroll to bottom of page).

New York City Brewers Guild, Building 8 (enter through Building 7), 51 34th Street, Brooklyn.

What Is the Sound of One Schmuck Pouring?

If you have been to Barcelona and you are into bars, then you have been to Two Schmucks, which is seventh on the list of The World’s 50 Best Bars. Two alums of that esteemed dive bar, Moe Aljaff and Juliette Larrouy, will be bringing their mixological prowess stateside to a bar of their own. The new venture, called Schmuck, will take up residence on the Lower East Side later this year.

That’s the good news. The better news is that you can get a sneak preview of the pair’s  flights of fancy beginning tonight and running for the next eight weeks at Back Bar, behind the lobby of the Hotel Eventi.

Back Bar, 851 Sixth Avenue, 212-201-4065.

F.M. Grabulsky contributed to this report.