October 28, 2011
Bob Krummert
Pollo Tropical marinated chicken
The calendar numbers for the month, day and year synchronize but once a year, which is why some restaurants are jumping on the chance to promote one-shot 11-11-11 meal deals a week from next Friday. You don’t get a chance to offer a date-equals-price promotion very often. Why not make the most of this one while you can?
Two aspects of an 11-11-11 promotion make the concept appealing for almost any restaurant willing to give one a try.
First, it’s a particularly good day to try to attract extra business. Nov. 11, 2011 is a Friday, a day when people are looking to start the weekend off right by going out to eat. It’s also Veteran’s Day, so many government workers, bank employees and the like will have the day off and will be looking for something to do.
Second, the contents of an 11-11-11 special are up to the individual restaurant operator. Customers aren’t expecting anything in particular, just that it be offered to them the day of 11-11-11.
The only limitation is that a deal’s price should have a bunch of 11s in it. That limits price points to $11.11 or $111.11, or maybe just a flat $11.
Let’s take a look at how operators on either end of the price spectrum are structuring their offerings.
Customers at the 90-unit Pollo Tropical will be able to load up with the grilled chicken specialty chain’s Family Meal for only $11.11 on 11-11-11. The deal includes an entire Pollo Tropical marinated chicken, a family-size side of white rice and beans, plus rolls for four. It’s a lot of food for the money, which may be why Pollo Tropical is limiting the deal to the hours between 4:00 p.m. and 8 p.m., and there’s only one offer per customer.
The chain hopes to boost revenue by encouraging customers who want a little extra to add one or more of the following $5 options to their Family Meal: another half chicken, mojo roast pork, a half-rack of ribs, eight tropical wings or two Pollo Tropical boneless chicken breasts. We’re guessing this chain is going to be crazy busy on Nov. 11.
Even though it’s an upscale operation, Morton’s The Steakhouse found a way to make an $11 price point work at its Las Vegas location. Come Nov. 11, customers will be able to pair a signature Power Hour “Mortini” with four petite filet mignon sandwiches for just $11.
At the other end of the spending scale, legendary Highland Park, IL fine dining spot Carlos’ Restaurant, owners Carlos and Debbie Nieto will be offering an 11-course meal plus 11 desserts for $111.11 per person. Beverages, tax and gratuity are extra, and you can bet the Neitos are hoping wine sales are brisk. The exact menu has yet to be announced.
What else could your restaurant do? It’s wide open. Any special drink, appetizer selection or meal priced at $11.11 fits the model. These 11-11-11 specials have a one-day shelf life, so get cracking if you want to get in on the action.
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