LTO PROMO PLANNER 2016/2017

Transcription

1 TM LTO PROMO PLANNER 2016/2017

2 Segment: QSR, FCR, CDR, MSR, RMS Cuisine: bar and grill, family casual, coffee cafe, dessert, snack, supermarket Happy hour, kids eat free, LTO new, featured items, contests Giant Eagle: limited-edition Ugly Sweater Cupcake Cake Johnny s Pizza house: photo contest on social media offering free pizzas DEC 1 Ugly sweaters were just a blip on the radar a few years ago but have quickly emerged as a go-to promo with myriad applications for restaurants. CDRs and bars have traditionally hosted ugly sweater parties and this tactic will likely continue to bear fruit as holiday-weary consumers seek out relaxing and stress-relieving events to partake in during this time of year. We are also seeing LTO items roll out with ugly sweater themes, including decorative cookies and cupcakes. Operators have opportunities to market around ugly sweaters with in-store events, social media contests and any variety of fun menu LTOs. Heavy discounting and pricing offers are not yet a part of the equation.

3 Segment: CDR Cuisine: bar and grill Happy hour, bar specials, LTO items, contests Bar Louie: offered a seasonal Festivus Sangria as part of winter LTO menu DEC 23 Spawned from an episode of Seinfeld, this alt holiday joins repeal day and ugly sweater season as an event that s perfect for venues with solid adult beverage programs. Festivus provides the context for a quirky and engaging promotion that encourages diners to visit the bar but without the need for deals or added pricing promos. This fun, offbeat event is also great material for in-restaurant contests as well as adult beverage LTOs. Operators should be sure to make guests aware of any ongoing promotions, such as happy hours and late-night menu specials to encourage repeat business and loyalty.

4 Segment: QSR, FCR, CDR, MSR, RMS Cuisine: bar and grill, family casual, bakery cafe, Asian/noodle, dessert Freebies, deals, LTO news, gift cards Sheetz: annual free coffee promo for Christmas day Honey Dew Donuts: 12-day holiday trivia contest on Facebook Old Country Buffet: special holiday menu for December 24 and 25 DEC 25 We continue to see an abundance of holiday gift-card deals around Christmas, particularly among FSRs. While this appears to remain a winning strategy driving sales at purchase as well as redemption during the slower season many brands take a different approach. Sheetz and other c-store chain s offers for free coffee is a great way to say a thank you to loyal guests and capture some foot traffic from those who are travelling for the holiday. Leveraging social media with holiday contests is also a great way to remain engaged with customers and stay top of mind during this busy period.

5 Segment: QSR, CDR, FDR Cuisine: bar and grill, steak, seafood, pizza, Mexican, Italian Bar specials, special-occasion dining, delivery, party packages Fish City Grill: special set menu priced at $26.99 Baskin-Robbins: ice cream scoops for $1.31 each and two-scoop sundaes for $3.31 each DEC 31 Whether promoting dining in a restaurant or at home, meal deals remain a prominent promotion for New Year s Eve. For restaurants, the event offers two occasions to market around: a special dinner with loved ones and friends usually a fixed-price meal of mostly indulgent food and drink as well as a late-night hangout where friends can celebrate as the clock strikes the new year. Chains focused on delivery can market meal packages for revelers who plan to do their celebrating at home. and social media have emerged in recent years as a good way to get the word out on New Year s Eve promotions.

6 NEW YEAR S DAY NATIONAL PIE DAY JAN OTHER EVENTS THIS MONTH 4: National Spaghetti Day 16: Martin Luther King Jr. Day 27: Chocolate Cake Day 20 NATIONAL CHEESE LOVER S DAY Technomic Inc. BACK TO MAIN CALENDAR

7 Segment: QSR, FCR, CDR, MSR, RMS Cuisine: bar and grill, bakery cafe, chicken, sandwich, Asian/noodle, snack beverage Deals, LTO news, featured items Wienerschnitzel: 99 chili cheese fries for one day only Red Robin Gourmet Burgers & Brews: new low-calorie, low-card Wedgie Burger with lettuce for a bun JAN 1 Two things are front and center once we move from the holiday season into the new year: healthier eating and a return to savings. The new year always sees an abundance of betterfor-you product intros and promos. It s a crowded field, so marketing should be targeted and repetitive. Recent trends have seen restaurants position healthier dishes as better for you but without the sacrifice of flavor, as well as promoting the good stuff in the food as opposed to the bad stuff that s not. Modest pricing promos should resonate with consumers, especially when positioned as a way to indulge a bit even while pulling back after spending around the holidays.

8 Segment: QSR, RMS Cuisine: burger, sandwich, pizza, snack Deals, delivery, LTO news, product awareness, featured items, contests Chuck E. Cheese s: released a video showing New Yorkers enjoying its new-recipe pizzas Marco s Pizza: held a Facebook contest and promoted its Big Cheese XL Pizza JAN 20 While this has not traditionally been a day of heavy restaurant promotions, there has been an upswing of pizza chains developing marketing around this cheesy event day. Campaigns have included promoting product quality, showcasing revamped menu items, hosting fun contests and modest pricing promos. And it makes sense for pizza chains especially, as this mid-january food event allows them to get an early jump on promoting their brands ahead of football s biggest day. Expect to see more chains leverage around National Cheese Lover s Day to get some early movement on their football promotions.

9 Segment: QSR, FCR, CDR, MSR Cuisine: family casual, pizza, dessert Freebies, deals, LTO news Grand Traverse Pie Company: free slice of Apple Crumb or Cherry Crumb pie with any purchase Bakers Square: Facebook contest offering winners free whole pies JAN 23 This family-friendly and all-american food day is perfect for midscale restaurants with a specialty on pies. Deals and contests are among the more popular promotions from restaurant brands, while and social media are the preferred marketing platforms. One tactic restaurants can use for this date is the idea of earned indulgence for example, touting a free slice of pie as a great reward for sticking to budgets and diets since the start of the new year.

10 NATIONAL MARGARITA DAY SUPER BOWL FEB 2017 OTHER EVENTS THIS MONTH 2: Groundhog Day 9: National Bagel Day 20: Presidents Day 26: Academy Awards VALENTINE S DAY MARDI GRAS 2016 Technomic Inc. BACK TO MAIN CALENDAR

11 Segment: QSR, FCR, CDR, RMS Cuisine: bar and grill, chicken, BBQ, pizza, Mexican, dessert, snack Deals, bar specials, multiperson meals, delivery, unique giveaways Arooga s Grille House & Sports Bar: $45.99 Tailgater Package with 40 wings, veggies, dressings, sauces, two uncooked stromboli and a 2-liter soda Pizza Hut: contest to win pizza topped with edible 24-karat gold in golden box to celebrate Super Bowl s golden anniversary FEB 5 Chains of all shapes and sizes look to leverage excitement on and around the big game. Delivery offers on chicken and pizza, in-store deals on food and drink at bar and grills, multiperson meals and tailgating-themed events are all in play for consumers during the Super Bowl. Convenience, craveability and price all factor into consumers decision sets for food and drink purchases around the big game.

12 Segment: QSR, FCR, CDR, FDR, RMS Cuisine: bar and grill, coffee cafe, steak, seafood, pizza, Italian, dessert, beverage Deals, bar specials, special-occasion dining, family-focused events, featured items Hooters: bring in a photo of an ex to be shredded and receive a digital coupon Izzy s: Family Fun Night with giveaways and deals Bruxie: strawberry-chocolate items Buca di Beppo: heart-shaped lasagna FEB Technomic Inc. Since Valentine s Day falls on a weekday in 2017 it would be smart for chains to push promos during the prior weekend that encourage lovebirds to celebrate early. For LSRs and CDRs, heart-shaped foods like pizzas and lasagna remain popular as a way to draw interest. Promotions that appeal to non-couples, such as single people and families, are growing more popular as well fun and humorous marketing like Hooters shred your ex event can draw attention to a brand. BACK TO MAIN CALENDAR

13 Segment: FCR, CDR Cuisine: bar and grill, Mexican Deals, happy hour, bar specials, featured items Iron Cactus Mexican Grill & Margarita Bar: 50% off all frozen or regular margaritas Fish City Grill: Gold Margaritas for $5 On The Border Mexican Grill & Cantina: 12-ounce House Margaritas for $2 FEB Technomic Inc. National Margarita Day provides a perfect platform for Mexican chains and CDRs to showcase LTOs and signature margarita offerings. Many chains will offer a special pricing promo or call out existing bar deals when marketing around this event. Since National Margarita Day falls on a Wednesday this coming year, it would be smart to extend any specials into the weekend. Beyond pricing promos, there are opportunities for chains to differentiate through loyalty program tie-ins, bounceback offers and food-and-drink combos. BACK TO MAIN CALENDAR

14 Segment: QSR, FCR, CDR, RMS Cuisine: bar and grill, bakery cafe, chicken, seafood, sandwich, dessert, pizza Happy hour, bar specials, LTO news Johnny s Pizza House: Sweep the Swamp Pizza with crawfish, andouille and Cajun spices Rotolo s Pizzeria: Mardi Gras to-go cups filled with root beer float for $2.99 Quality Dairy: paczki for Fat Tuesday FEB 28 Chains with a focus on Cajun and Creole flavors are a natural fit for Mardi Gras promotions, but that doesn t mean other operators can t join in on the fun. Mardi Gras is about celebration, so any restaurant with a festive atmosphere, indulgent food and adult libations can tap into the event. Drink deals and special entrées make good offerings for Mardi Gras think Hurricane cocktails, po boy sandwiches and king cake. LSRs and RMS chains without adult beverages can still get in on the action with Mardi Gras-themed LTOs, such paczki on Fat Tuesday and bold green-and-purple packaging.