R E T AIL PROMOTIONS
SETTING THE STAGE
Promotions aren’t just fun—they help us stand out! By jumping into holidays, events, and themed days, we can create exciting marketing campaigns that draw in guests. Think about the buzz from a Cinco de Mayo station takeover or introducing an innovative burger for National Burger Day. These events don’t just boost sales for a day—they keep customers coming back and build loyalty.
This guide will help you and your teams create memorable experiences for our customers. It’s packed with resources to help you pull off our promotions successfully. The real success, though, is in delivering an amazing experience that makes our guests want to return and tell their friends.
DID YOU KNOW?
LTOS ON THE RISE
Fifty-two percent of consumers say that the availability of an appealing limitedtime offer is important when they’re deciding where to eat. Over the past year alone, LTOs have jumped 46% at both quick-serve and full-service restaurants.
SEEKING UNIQUE CULINARY EXPERIENCES
U.S. diners are eager to indulge in new, unique experiences, with nearly 60% planning to dine out more frequently.
DRIVING SALES
Guests are often willing to spend significantly more on limited-time offers and special menu items due to the excitement and perceived exclusivity. On average, they’re willing to pay up to 20% more for these unique offerings compared to regular menu items.
increase in LTOs offered at both quick-serve and full-service restaurants 46%
6 out of 10 plan to dine out more for unique culinary experiences
20% willing to pay
more for unique menu items
AT A GLANCE
PROMOTIONS 101
Our approach to retail promotions is straightforward: we focus on launching impactful campaigns that not only increase sales but also improve the guest experience. While Limited Time Offers (LTOs) are aimed at boosting sales, other events are designed to engage customers. Running these promotions together helps us achieve the best outcomes, balancing revenue growth with guest satisfaction.
PLAN AHEAD!
Planning ahead and staying organized has never been easier!
The annual retail promotion planner is your one-stop-shop for all your promotional planning needs. Put it to use and maximize sales opportunities, execute effective marketing campaigns, stay competitive, and enhance guest satisfaction.
LIMITED TIME OFFERS
LTOs feature specific menu items that are offered for a limited time only and not offered on the everyday menu.
NATIONAL FOOD DAYS
These one-day food “holidays” are the perfect monotony breakers, bringing excitement to the café and offering variety for guests.
HOLIDAYS
Seasonal and holiday events add a “fun factor” in our cafes while building guest participation and loyalty
BRANDED CONCEPTS
Our pop-up brands are designed to attract guests to our cafés and keep them returning for more with innovative solutions and on-trend menus.
click here for full monthly marketing details
DIVERSITY & INCLUSION
These campaigns are designed to recognize and appreciate the diversity of our team members and our valued guests. By sharing their stories, we aim to educate others and foster inclusion throughout our community.
SPECIAL EVENTS
Special events help us share our rich story, spotlighting our core values and our focus on food, nutrition, and the exceptional people on our teams.
THE EVENTS
LIMITED TIME OFFERS
Many of our guests dine with us multiple times a week, often once or twice a day. While our core menus are excellent, they can become routine for our frequent diners. To keep things fresh and exciting, we've introduced Limited Time Offers (LTOs) across all stations. These seasonal LTOs are designed to spice up the dining experience, driving participation and enhancing guest satisfaction by adding variety to our café offerings each month!
LEVEL UP
Test your recipes a week in advance to perfect the flavors and capture that perfect, social media-worthy photo. Share sneak peeks in the cafe to build excitement and anticipation for the upcoming promotion!
BEST PRACTICE
Develop a seasonal LTO menu rotation for each station in the café, refreshing the offerings with each new season.
Always use the matching marketing materials to look professional. Imagine if every Starbucks store used different signs for the same promotion!
WakeMed North
Upper Valley Medical Center
WakeMed Raleigh
Florida Hospital Fish Memorial
Virtua Voorhees
Valleywise Health Medical Center
NATIONAL FOOD DAYS
National food holidays offer a delightful break from the routine, bursting with flavor, fun, and festivity! Unleash your creativity to make these days irresistibly enjoyable—craft a dish so unique that your guests can’t wait to share it with friends. On Pizza Day, venture beyond the usual pepperoni; introduce a bold, unexpected topping combination that’s simply irresistible!
NEXT?
University of Miami Hospital
Advent Health Tampa
Lancaster General Hospital
UVA Prince William Medical Center
Arkansas Children Hospital Little Rock
WakeMed Raleigh
THE EVENTS
HOLIDAYS
Celebrating holidays in the café adds a festive touch, transforming everyday meals into cherished traditions that uplift the healthcare environment. The secret to successful holiday promotions lies in deeply understanding the essence of the holiday and fully embracing its theme in your approach!
CHECK IT OUT!
Click here to view the yearly holidays and get a head start on planning your promotions.
Focus on authentic cuisine, vibrant colors, and traditional drinks to create a festive atmosphere. Celebrate with cultural awareness and respect to enhance the experience.
Since Halloween is all about the spooky factor, creating an immersive, themed environment is essential— including spooky menu items to match. Consider hosting special events, such as costume contests, to enhance the festive atmosphere!
Create a romantic atmosphere and design a special menu with dishes and desserts perfect for sharing. Offer promotions like ‘dinner for two’ packages, or add personalized touches like custom messages to make the experience even more special.
Inspira Vineland
Arkansas Children's Northwest
Marietta Memorial
Inspira Vineland
JOIN THE EVENTS!
It’s never too early to start planning! Click here to get started.
SPECIAL EVENTS
Our café hosts special events year-round, beyond traditional holidays, each with a unique focus. From Stop Food Waste Day to Chef Appreciation Week, we spotlight important themes and celebrate our culinary arts and staff. These events engage our community, highlight key issues, and enhance our dining experience with special menus and activities.
CHEF APPRECIATION WEEK
Chef Appreciation Week celebrates culinary talent and creativity, providing a prime opportunity to showcase chefs with a chef’s table event. This setup allows chefs to:
Directly engage with guests.
Share insights about their dishes.
Receive appreciation.
Enhance the dining experience with a personal touch.
NATIONAL NUTRITION MONTH
During National Nutrition Month, focus on promoting healthy eating habits and raising awareness of the importance of good nutrition.
Promote the benefits of a balanced diet.
Demonstrate healthy cooking techniques.
Encourage sustainability by reducing waste and choosing local, seasonal foods.
STOP FOOD WASTE DAY
On Stop Food Waste Day, let’s focus on educating our guests — we are the food experts!
Discuss the consequences of food waste and tips to reduce it.
Promote recipes that help eliminate waste. Advocate for food donation and composting. Encourage the use of less visually appealing produce.
Memorial Care Long Beach
Inspira Vineland
THE EVENTS
DIVERSITY & INCLUSION
Click here for Contracted Suppliers with Diverse Status.
Our cultural celebrations not only enrich our workplace, but also underscore our commitment to diversity and inclusion. Integral to our marketing efforts, these events introduce diverse perspectives through authentic cuisines and educational storytelling. We spotlight dishes from various cultures, guided by the Diversity and Inclusion Advisory Committee (DIAC), to enrich each event by weaving in the unique stories behind these cultures. This approach enhances both the appreciation and enjoyment of the experiences we create.
JUNETEENTH
Juneteenth is a day of profound reflection—a unifying opportunity to acknowledge the past and educate ourselves about the achievements and contributions of the Black community!
NATIVE AMERICAN MONTH
Explore and honor the culture, heritage, and experiences of Indigenous people, both historically and in contemporary American life. Consider inviting a local Indigenous chef or restaurant for a station takeover to provide an authentic and educational culinary experience!
DO
Do your homework when curating the menu to ensure authenticity in the dishes.
Incorporate traditional colors, tasteful decorations, and fresh ingredients.
Encourage staff to share personal connections or traditions that relate to the event.
Source ingredients from diverse suppliers listed in the approved resource guide above.
DON’T
Don’t overlook the importance of respecting cultural traditions and sensitivities.
Avoid buying generic cultural decorations; instead, use traditional colors relevant to the celebration, and enhance the decor with fresh ingredients and flowers.
Don’t forget to communicate with your team about the event. Some team members may identify with the celebration and want to participate!
Mary Washington
Jersey Shore University Medical Center
Virtua Mount Holly Hospital
Mayo Clinic
THE EVENTS
LEARN MORE & ORDER A BRAND KIT!
BRANDED CONCEPTS
Branded concepts are meticulously designed, ready-to-launch menu ideas. Utilize each concepts' Manager’s Guide for chef’s tips, line set diagrams, packaging recommendations, and marketing kit details. It’s crucial to select the appropriate station for activation, as each brand enhances a specific area. For instance, brands like Nice Thai and Ono-Licious are perfect for an entrée station takeover, while Melt and Flat Top excel at the grill, and Cluck Cluck Boom is ideally suited for the deli station. These brands offer your guests an extraordinary dining experience, akin to what they might find beyond hospital walls.
WATCH THIS SPACE TRANSFORM INTO A NEW POP-UP RESTAURANT EVERY DAY!
@ the grill
@ the deli @ entree
Hospital in San Antonio
Northside Hospital Forsyth University Hospital in San Antonio
Northside Hospital Cherokee
RETAIL PERSONAS
Click here to learn more!
ACTIONABLE INSIGHTS
Choosing the next branded concept to introduce might just be the toughest part! Anticipate your guests' needs by understanding them better than ever. With just five targeted questions, our interactive Taste Test Quiz offers personalized menu recommendations tailored to your guests’ unique tastes and dietary needs. By serving dishes that align with your guests' preferences, you enhance satisfaction and foster loyalty.
GET STARTED!
Scan the QR code with your mobile device or click here to access the link.
ANSWER 5 QUESTIONS
Enter your contact information, and your results will be displayed on your screen as well as sent to you via email.
INSIGHTS INTO ACTION
Schedule a meeting with your team to discuss your results and develop a plan to implement the recommendations in your café!
• Thoroughly clean the station before service, including the glass and surrounding areas.
• Choose tasteful decor to enhance the theme.
• Keep the food full & fresh - presentation matters!
• Always inspect the station from the guests’ perspective before service.
THE FIRST IMPRESSION
A great first impression at an event sets the tone and shapes guests' expectations. To achieve this, create an attractive and welcoming entrance, ensure a smooth flow, and add a unique touch right from the start. Maintaining consistency with the theme throughout will enhance the experience and impress your guests.
MAXIMIZE YOUR MARKETING
LESS IS MORE
Even when multiple promotions are available, you don’t need to offer them all at once. Avoid overwhelming your guests.
OWN YOUR PROMOTION
Our teams are our best sales tool: make sure they know the details of every promotion.
ACTIVATE YOUR SPACE
Interruption tables should always sell something!
CLEAR COMMUNICATION
Keep lengthy reading materials out of the café. Your guests are hungry and have limited time to spend making their decision.
GET STARTED
GET READY. GET SET. PROMOTE!
GET READY
Don’t miss out on the opportunity to create something special for your guests! Use the retail promotion calendar as a roadmap for your marketing activities. By planning your events in advance, you can align your resources properly and ensure a successful promotion.
GET SET
Research the theme and explore current trends to brainstorm ideas with your team. Create unique menu items that are available only during the holiday. This exclusivity and urgency will encourage guests to visit during the celebration! Ensure you order all necessary ingredients, marketing materials, and packaging. Promote the event through e-blasts, newsletters, and café marketing.
PROMOTE
You’ve done all the hard work up until this point; don’t let your promotion fall flat. Make sure to:
• Display promotional signage.
• Ensure food is on point.
• Actively sample menu items.
• Get feedback from guests, as well as the team.
• Track sales.
FOOD FOR THOUGHT
KEEP IT FRESH
Make the most of your space by considering the following when putting together your next promotion!
MAKE IT POP
The key to a successful event is creating memorable, engaging, and unique experiences that stand out. Add extra sparkle with unique decorations, innovative food and drinks, live entertainment, and special promotions. Make it social media-worthy! Also, be sure to invite your clients so they can participate and enjoy the festivities.
UPSELL
Don’t forget upsell opportunities to increase revenue and improve the guests experience. Encourage customers to add extras like toppings, sides, or special flavors. Offer premium versions of menu items at a higher price. Introduce special drinks or desserts that go well with the promotion. Also, train your staff to recommend items that enhance guests' orders!
WELLNESS
Incorporating wellness into special events is a great way to appeal to health-conscious consumers and differentiate your offerings. Use whole, unprocessed ingredients, lean proteins, and plenty of produce. Highlight dishes that cater to specific dietary needs, and use cooking methods that boost nutrition. Offer smaller portion sizes that help guests manage their diets while enjoying the variety of flavors. Blending wellness into the celebration makes the occasion inclusive and appeals to a broader audience.
CHEF’S TIPS
During special promotions, it's crucial to maintain quality even when demand is high. Make sure you order the right products in the right amounts and regularly check to ensure everything meets our high standards. This helps build our brand and keeps guests happy.
MENU ENGINEERING
SIGNAGE STANDARDS
Effective use of marketing materials is crucial for the success of each promotional campaign. While the specific materials available may vary from one promotion to another, each campaign is equipped with essential tools including countertop and digital signage. Maximize these resources to enhance visibility and engagement, ensuring that every promotion captures the attention it deserves.
COUNTERTOP SIGNAGE GUIDELINES
Ensure all signage is clean and all components are set straight in the fixture base.
Do not write on the signage template for any reason. If you run out of an item, utilize the “So Good It’s Gone” cling from the Everyday Essentials package. If you need to rework your menu or pricing, order a new sign through the ordering site.
Ensure old promotional materials are removed.
ESSENTIALS CHECKLIST MUST HAVES
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Are the stations clean, organized, and attractively merchandised before service begins?
Is themed decor tasteful, and does it complement the food without being distracting?
Is the signage prominently displayed, and is promotional information clearly visible?
Are the menu offerings exclusive and available only during the event?
Does the menu authentically reflect the theme of the event or holiday?
Is the menu thoughtfully crafted to cater to all guests, balancing culturally-rich dishes with healthy options?
Is a seasonal LTO featured at every station throughout the café?
Are promotions being executed in alignment with the promotional calendar? 9
Are you effectively promoting your specials across various communication channels?
Are the staff well-versed in the menu details and equipped to engage effectively with guests?
1 2 3 4 5 6 7 8 9 10
Are the stations clean, organized, and attractively merchandised before service begins?
Is themed decor tasteful, and does it complement the food without being distracting?
Is the signage prominently displayed, and is promotional information clearly visible?
Are the menu offerings exclusive and available only during the event?
Does the menu authentically reflect the theme of the event or holiday?
Is the menu thoughtfully crafted to cater to all guests, balancing culturally-rich dishes with healthy options?
Is a seasonal LTO featured at every station throughout the café?
Are promotions being executed in alignment with the promotional calendar?
Are you effectively promoting your specials across various communication channels?
Are the staff well-versed in the menu details and equipped to engage effectively with guests?