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The big idea Sometimes you need to think outside of the box. In today’s competitive restaurant industry, you need to have ideas that will make you stand out from the pack. From the bizarre, to the common sense, here’s a few marketing ideas that have certainly been noticed. Put your own spin on these ideas, or be inspired to create new ones. Whatever you do, you’ll be sure to create some buzz around your brand.
with a full dinner. Shankman got his steak, and Morton’s got the press: the event was live tweeted and broadcast to thousands of Twitter followers and blog readers. The Insight: Always scan social media for unique opportunities to design a one-of-a-kind viral restaurant promotion, and you might just land some invaluable media coverage!
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For the first time in almost 30 years, McDonald’s (U.S.) named a menu item after a celebrity. The “Travis Scott Meal” (named after rapper Travis Scott) included a Quarter Pounder with Cheese, fries with barbecue dipping sauce and a Sprite. The last time McDonald’s named a menu item after a celebrity was in 1992, when it offered the “McJordan” in honor of basketball star Michael Jordan. The marketing campaign is in effort to connect with younger consumers, a trend being utilized by numerous fast food outlets.
PIZZA TIME! General Assembly Pizza in Toronto has launched a pizza box subscription service, with free home delivery. Subscribers choose how many pizzas they want each month, then select which type of pizzas (there are currently six types available). Subscriptions can be paused or cancelled at any time. The frozen pizzas are delivered to households in a temperature controlled recyclable box.
NAB SOME VIRAL ATTENTION It pays to stay on top of your social media mentions! Morton’s Steakhouse did and earned themselves national news coverage with a well-timed viral restaurant promotion. When blogger and Geek Factory CEO Peter Shankman jokingly tweeted to Morton’s, asking them to meet him at the airport gates with a porterhouse, he wasn’t expecting more than a handful of retweets and replies. Instead, a tuxedoed delivery man was waiting 12 | THE BOTTOM LINE October 2020
Harvey’s rolled out their “Grow a Plant Program” across Canada in September. a with Every kid’s meal purchased now comes with a plant kit in lieu of a plastic toy. Plant kits will change with the season. “We are always looking at our operations with a sustainability lens and asking ourselves how we can do better in reducing waste, limiting our carbon footprint and playing our part to help keep Canada a beautiful thing,” said David Colebrook, Chief Operating Officer, Harvey’s Canada. “Providing plants instead of plastic toys in our kid’s meals is a fun, eco-friendly way to involve the next generation in our efforts.”
TAILGATE TIME! In a recent marketing campaign, Pepsi aims to help diehard football fans keep their tailgating traditions going even though large gatherings are prohibited due to COVID and many stadiums aren’t allowing in-person attendance for games this season. The U.S. sweepstakes will deliver “Tailgate in a Box” kits to homebound football fans who are looking to keep the pregame experience alive despite not being at games. The $5,000 package includes a 16-square-foot tailgating box that comes equipped with an outdoor projector, custom cornhole sets and a variety of Pepsi products. ~ compiled by SUSAN BATSFORD/R.I.B.A.
Take advantage of what’s trending and special days on the calendar to create some unique marketing campaigns and food items. LTOs are a great way to spice up your menu, get new customers, and keep regulars coming back to try something new. October: National Pumpkin Month Oct 1: World Vegetarian Day Oct 12: Canadian Thanksgiving Oct 16: World Food Day Oct 25: World Pasta Day Oct 31: Halloween November Nov. 1: World Vegan Day Nov. 5: National Doughnut Day Nov. 11: Remembrance Day Nov. 16: National Fast Food Day Nov. 25: National Eat with a Friend Day Nov. 26: National Cake Day December: National Egg Nog month Dec. 15: International Tea Day Dec. 24: Christmas Eve Dec. 25: Christmas Day Dec. 26: Boxing Day Dec. 31: New Year’s Eve Dec. 31: National Champagne Day Jan.1: National Hangover Day
