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LTO PROMO PLANNER2016/2017

© 2016 Technomic Inc.

PromotionsWHO?˃ Segment: QSR, FCR, CDR, MSR, RMS˃ Cuisine: bar and grill, family casual, coffee

cafe, dessert, snack, supermarket

WHAT?˃ Happy hour, kids eat free, LTO new, featured

items, contests

EXAMPLES:˃ Giant Eagle: limited-edition Ugly Sweater

Cupcake Cake˃ Johnny’s Pizza house: photo contest on social

media offering free pizzas

Ugly sweaters were just a blip on the radar a few years ago but have quickly emerged as ago-to promo with myriad applications for restaurants. CDRs and bars have traditionallyhosted ugly sweater parties and this tactic will likely continue to bear fruit as holiday-wearyconsumers seek out relaxing and stress-relieving events to partake in during this time ofyear. We are also seeing LTO items roll out with ugly sweater themes, including decorativecookies and cupcakes. Operators have opportunities to market around ugly sweaters within-store events, social media contests and any variety of fun menu LTOs. Heavy discountingand pricing offers are not yet a part of the equation.

DEC

1…

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PromotionsWHO?˃ Segment: CDR˃ Cuisine: bar and grill

WHAT?˃ Happy hour, bar specials, LTO items,

contests

EXAMPLES:˃ Bar Louie: offered a seasonal Festivus

Sangria as part of winter LTO menu

Spawned from an episode of “Seinfeld,” this alt holiday joins repeal day and ugly sweaterseason as an event that’s perfect for venues with solid adult beverage programs. Festivusprovides the context for a quirky and engaging promotion that encourages diners to visitthe bar but without the need for deals or added pricing promos. This fun, offbeat event isalso great material for in-restaurant contests as well as adult beverage LTOs. Operatorsshould be sure to make guests aware of any ongoing promotions, such as happy hoursand late-night menu specials to encourage repeat business and loyalty.

DEC

23



PromotionsWHO?˃ Segment: QSR, FCR, CDR, MSR, RMS˃ Cuisine: bar and grill, family casual, bakery

cafe, Asian/noodle, dessert

WHAT?˃ Freebies, deals, LTO news, gift cards

EXAMPLES:˃ 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

We continue to see an abundance of holiday gift-card deals around Christmas, particularlyamong FSRs. While this appears to remain a winning strategy — driving sales at purchase aswell 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 toloyal 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 withcustomers and stay top of mind during this busy period.

DEC

25



PromotionsWHO?˃ Segment: QSR, CDR, FDR˃ Cuisine: bar and grill, steak, seafood, pizza,

Mexican, Italian

WHAT?˃ Bar specials, special-occasion dining, delivery,

party packages

EXAMPLES:˃ 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

Whether promoting dining in a restaurant or at home, meal deals remain a prominentpromotion for New Year’s Eve. For restaurants, the event offers two occasions to marketaround: a special dinner with loved ones and friends — usually a fixed-price meal of mostlyindulgent food and drink — as well as a late-night hangout where friends can celebrate asthe clock strikes the new year. Chains focused on delivery can market meal packages forrevelers who plan to do their celebrating at home. Email and social media have emerged inrecent years as a good way to get the word out on New Year’s Eve promotions.

DEC

31



NEW YEAR’S DAY NATIONAL PIE DAY

NATIONAL CHEESE LOVER’S DAY

201


23JAN 2017

OTHER EVENTS THIS MONTH4: National Spaghetti Day16: Martin Luther King Jr. Day27: Chocolate Cake Day

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PromotionsWHO?˃ Segment: QSR, FCR, CDR, MSR, RMS˃ Cuisine: bar and grill, bakery cafe, chicken,

sandwich, Asian/noodle, snack beverage

WHAT?˃ Deals, LTO news, featured items

EXAMPLES:˃ Wienerschnitzel: 99¢ chili cheese fries for one

day onlyRed Robin Gourmet Burgers & Brews: new low-calorie, low-card Wedgie Burger with lettuce for a bun

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 better-for-you product intros and promos. It’s a crowded field, so marketing should be targetedand repetitive. Recent trends have seen restaurants position healthier dishes as better foryou but without the sacrifice of flavor, as well as promoting the good stuff in the food asopposed to the bad stuff that’s not. Modest pricing promos should resonate withconsumers, especially when positioned as a way to indulge a bit even while pulling backafter spending around the holidays.

JAN

1



PromotionsWHO?˃ Segment: QSR, RMS ˃ Cuisine: burger, sandwich, pizza, snack

WHAT?˃ Deals, delivery, LTO news, product awareness,

featured items, contests

EXAMPLES:˃ 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

While this has not traditionally been a day of heavy restaurant promotions, there hasbeen 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 chainsespecially, as this mid-January food event allows them to get an early jump on promotingtheir brands ahead of football’s biggest day. Expect to see more chains leverage aroundNational Cheese Lover’s Day to get some early movement on their football promotions.

JAN

20



PromotionsWHO?˃ Segment: QSR, FCR, CDR, MSR˃ Cuisine: family casual, pizza, dessert

WHAT?˃ Freebies, deals, LTO news

EXAMPLES:˃ 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

This family-friendly and all-American food day is perfect for midscale restaurants with aspecialty on pies. Deals and contests are among the more popular promotions fromrestaurant brands, while email and social media are the preferred marketing platforms.One tactic restaurants can use for this date is the idea of earned indulgence — forexample, touting a free slice of pie as a great reward for sticking to budgets and diets sincethe start of the new year.

JAN

23



SUPER BOWL

VALENTINE’S DAY MARDI GRAS

NATIONAL MARGARITA DAY

14 285 22FEB 2017


OTHER EVENTS THIS MONTH2: Groundhog Day9: National Bagel Day20: Presidents’ Day26: Academy Awards

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PromotionsWHO?˃ Segment: QSR, FCR, CDR, RMS˃ Cuisine: bar and grill, chicken, BBQ, pizza,

Mexican, dessert, snack

WHAT?˃ Deals, bar specials, multiperson meals,

delivery, unique giveaways

EXAMPLES:˃ 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

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 SuperBowl. Convenience, craveability and price all factor into consumers’ decision sets for food anddrink purchases around the big game.

FEB

5



PromotionsWHO?˃ Segment: QSR, FCR, CDR, FDR, RMS˃ Cuisine: bar and grill, coffee cafe, steak,

seafood, pizza, Italian, dessert, beverage

WHAT?˃ Deals, bar specials, special-occasion dining,

family-focused events, featured items

EXAMPLES:˃ 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

Since Valentine’s Day falls on a weekday in 2017 it would be smart for chains to pushpromos during the prior weekend that encourage lovebirds to celebrate early. For LSRsand CDRs, heart-shaped foods like pizzas and lasagna remain popular as a way to drawinterest. Promotions that appeal to non-couples, such as single people and families, aregrowing more popular as well — fun and humorous marketing like Hooters’ “shred yourex” event can draw attention to a brand.

FEB

14

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PromotionsWHO?˃ Segment: FCR, CDR˃ Cuisine: bar and grill, Mexican

WHAT?˃ Deals, happy hour, bar specials, featured

items

EXAMPLES:˃ 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

National Margarita Day provides a perfect platform for Mexican chains and CDRs toshowcase LTOs and signature margarita offerings. Many chains will offer a special pricingpromo or call out existing bar deals when marketing around this event. Since NationalMargarita Day falls on a Wednesday this coming year, it would be smart to extend anyspecials into the weekend. Beyond pricing promos, there are opportunities for chains todifferentiate through loyalty program tie-ins, bounceback offers and food-and-drinkcombos.

FEB

22

BACK TO MAIN CALENDAR © 2016 Technomic Inc.


PromotionsWHO?˃ Segment: QSR, FCR, CDR, RMS˃ Cuisine: bar and grill, bakery cafe, chicken,

seafood, sandwich, dessert, pizza

WHAT?˃ Happy hour, bar specials, LTO news

EXAMPLES:˃ 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

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 aboutcelebration, so any restaurant with a festive atmosphere, indulgent food and adultlibations can tap into the event. Drink deals and special entrées make good offerings forMardi Gras — think Hurricane cocktails, po’boy sandwiches and king cake. LSRs and RMSchains 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.

FEB

28


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