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Weed, taxes and high gas prices give marketers plenty of hooks

Marketing Bites: Current events are offering some good fodder for discounts, Baskin-Robbins debuts a rebrand and more marketing news of the week.
Krispy Kreme
Photo courtesy Krispy Kreme
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Welcome to RB’s weekly roundup of the latest developments in restaurant marketing.

Would you like the good news first or the bad?

We’ll go in chronological order: Monday is Tax Day. Just two days later, though, is 4/20, a date that has become increasingly mainstream and well-recognized as a day to consume and/or otherwise celebrate marijuana.

Restaurant marketers, of course, are never ones to let a good “holiday” go to waste.

For Tax Day, there’s WOWorks (parent company of Saladworks, Frutta Bowls, The Simple Greek and Garbanzo Mediterranean Fresh), which is offering $6 deals across all of its fast-casual brands. There’s $6 wraps at Saladworks, $6 toasts at Frutta Bowls, $6 pitas from The Simple Greek and $6 sandwiches and wraps at Garbanzo.

Sandwich chain Potbelly is easing the pain of Tax Day with buy one, get one sandwiches for those who order through the app or online.

Great American Cookies is continuing its decade-long tradition of doling out a free chocolate chip cookie with any purchase as a post-tax balm.

Riffing on the headache-inducing 1040 income tax form, BJs Restaurants is offering $10 off any $40 takeout or delivery order on Monday.

Once diners have survived Tax Day, they may be feeling celebratory. As weed has become legal in many states and its consumption more mainstream, a growing number of chains have come up with cheeky promotions for 4/20.

This year, QSR Fatburger is offering $4.20 Original Fatburgers, as well as free delivery through all of April, so “guests can satisfy their munchie cravings.”

Wings Over, which has 37 locations in 13 states, will be selling Garlic Parm Wings, Tenders, Tots and Tender Sandwiches—all infused with CBD oil, on Wednesday (while supplies last).

Plant-based concept Native Foods is getting in on the 4/20 action with a limited-time Munchwrap Supreme (whose name rings a bit of a … bell), which features plant-based taco meat, avocado, plant-based cheese sauce, corn tortillas, salsa fresca, lettuce and creamy chipotle sauce in a flour tortilla. On 4/20, the item will be offered with a brownie for a lunch combo.

Native Foods

Baskin-Robbins scoops up a new brand identity

Baskin-Robbins, the 77-year-old ice cream chain, launched a refreshed logo, uniforms, packaging and a new tagline this week.

“Seize the Yay” encourages people to appreciate everyday moments and to celebrate them, of course, with ice cream.

The chain rolled out its first line of branded merchandise, as well as several new ice cream flavors, to mark the occasion.

Baskin-Robbins new logo

“Our new look and manifesto recognize the extraordinary role ice cream has played in our customers’ lives, along with our continued commitment to innovation and creating someone’s next favorite flavor,” Jerid Grandinetti, VP of marketing and culinary at the chain, said in a statement. “Small moments that spark joy often get taken for granted. We're encouraging people to pause and celebrate any moment that brings happiness with Baskin-Robbins.”

High gas prices have you down?

Krispy Kreme is trying to give consumers a reason to stop in, despite soaring gas prices.

The doughnut chain this week announced it would tie the price of a dozen Original Glazed Doughnuts to the average price per gallon of gas.

“While Americans deal with the rising PPG--price per gallon--of gasoline, we’re lowering our PPOG--price per Original Glaze,” Chief Marketing Officer Dave Skena said in a statement. “Inflation and high gasoline prices are serious and forcing families to make tough tradeoffs. We know that despite the high gas prices, people have to be out and about anyway.”

The deal is only available on Wednesdays, through May 4, with a limit of two dozen. This week, a dozen doughnuts is $4.11—the average price nationwide for a gallon of gas. Typically, a dozen Krispy Kreme doughnuts is more than three times that.





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