The restaurant reward freebies and BOGOs that tend to flood the holiday shopping season have long been dominated by quick-service or casual-dining chains.
But this year, fast-casual restaurants have joined the holiday party.
Chipotle, Shake Shack, Cava and other fast-casual chains this week have launched deals and discounts to draw in diners whose budgets will already be stretched by season-specific demands.
Typically around this time of year, fast-casual brands, like Chipotle, would celebrate the season by promoting gift-giving (limited-edition) merch, like last year’s set that included Cilantro Soap, the “water cup” candle, and a car napkin holder.
This year, however, the affordability problem has creeped into the lives of middle-income consumers, which has hurt fast-casual sales and traffic. As a result, the segment is looking for new ways to promote value to get more diners in the door.
Chipotle, for example, on Monday launched a series called Unwrap Extra, featuring buy-one, get-one offers on the first three Saturdays of December, from 4 p.m. to close, as well as surprise drops for Rewards members, like free guacamole, double protein, chips or a free drink.
On Dec. 6, for example, guests can buy a three-taco entrée and get a free entrée.
On Dec. 13, guests can buy a burrito and get a free entrée.
And Dec. 20 is Extra Sweater Day. Guests who wear a festive, over-the-top holiday sweater in restaurants can buy any entrée and get another entrée free.
The “extra” is a reference to Chipotle’s “Summer of Extras,” a gamified way to earn extra food and other things through the loyalty program, which earlier this year drove frequency.
But CEO Scott Boatwright said during the chain’s third-quarter earnings call with analysts that consumer expectations today are different from a year ago.
“It is my belief that the consumer that is in the market today is more discerning,” he said. “They’re looking for value and not necessarily value as a price point, but value as a benefit over price.”
Shake Shack on Monday also rolled out a monthlong series of freebies offered by the new plushie character Cris Crinkle Cut, a stuffed fry with a googly-eyed face and a heart of gold (and salt), according to press materials.
With a $10 minimum purchase and the code “SHACKCHEER,” guests can get a free Big Shack, Smoke Shack, Chicken Shack or Shack Burger, depending on the week.
In addition, guests who spot Cris Crinkle Cut in any store across the U.S. through December could win free fries for a year.
Shake Shack is also promoting new holiday shakes, including Christmas Cookie, Sticky Toffee Pudding and a crackable Peppermint Bark Chocolate shake.
Cava is going for “12 Days of Delight” for the first two weeks of December, offering a chance to win free food or merch every day for loyalty members, without even a purchase.
Among the “delights” are discounts on food and gift cards, or merch like tee shirts, or the ability to level up to a higher tier in the loyalty program. One lucky winner could get Cava for a year.
In October, Cava upgraded its loyalty program, adding tiers of loyalty that, as they reach the next level, can help them earn rewards faster.
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