As summer winds down and thoughts turn to all things pumpkin spice, restaurant chains continue attempts to go viralwith out-of-the-box marketing gimmicks. Here are a few recent standouts.
LongHorn Steakhouse observed International Left Handers Day earlier this month by marketing a limited-edition steak knife for southpaws. The knife, which features a serrated edge angled to the left, was made available only to rewards club members at three units with the highest number of left-handed employees.
Fast-casual chain Honeygrow, known for its veggie-packed stir-fry bowls, is building on its wellness branding by hosting pop-up fitness events near some of its locations. What’s more, the chain is encouraging customers to check in to the hgAthletics exercise classes via the Honeygrow app to earn credit toward future food orders.
Bucking convention, the new app from growing fast-casual Mexican chain Dos Toros does not offer online ordering or even menus. Instead, at a random time each day, it alerts users that it’s “Burrito Time.” The first 10 people to open the app following the push notification receive a card that entitles them to a free burrito.
5 of the summer’s craziest restaurant marketing stunts
Photograph courtesy of KFC
4. Call in the World’s Strongest Man
KFC opted to go big with the debut of its latest indulgent offering. To promote the launch of its new Double Crispy Colonel (a sandwich of two fried chicken fillets, mayonnaise and pickles), the chain enlisted the muscles of Hafþór Júlíus Björnsson (aka The World’s Strongest Man) to pull a sled filled with 700 pounds of the sandwiches.
The fast-food chain teamed up with Anthony Anderson and Cedric The Entertainer, the comedian-grillmasters behind the AC Barbeque brand, to launch two new limited-time items.
The fast-food giant will debut McCrispy Strips on May 5, its first new permanent menu item in four years and another push into the chicken business. It also plans a new Creamy Chili Dip.
Behind the Menu: Corporate chef Chris Curtiss reworked Italian favorites with refined techniques and created new dishes and drinks for the casual-dining chain, all with an eye on affordability and seasonal ingredients.
It was a tough first quarter for the fast-casual chain, which was blamed on slower consumer spending. CEO Scott Boatwright said Chipotle is doing everything right and sales will trend positive in the second half of the year.
