When it comes to packing a restaurant to build profits, game-day limited time offers (LTOs) are a secret playbook. If your spot has a TV, you’re already in the game. Chicken wings, sliders and nacho platters are just the beginning of the endless possibilities. A well-crafted selection of shareables can actually turn any segment into the top sports-party pick for fans gathering to cheer, chow down and enjoy the game—whether they’re stopping by, driving through or getting it delivered.
What’s unique about game-day specials is that they don’t have to involve a meal. Game-day LTOs fit the snacking occasion that operators are taking a good look at. Appetizers, small plates or platters work perfectly.
With a plethora of TV screens, Dave & Buster’s is well suited to draw game-day crowds, so on its new and improved menu, it has added a four-to-six serving Game Day Grub Sampler Board. It includes pretzel dogs, smashed burger sliders and bone-in wings along with celery sticks and dips.
No TV? No problem. Last winter Taco Bell got in on the action with the Ultimate Game Day Box that included eight wings, four tacos and one traditional Mexican Pizza for a two-week LTO. In case you’re wondering how Taco Bell and chicken wings go together, part of the chain’s strategy going through 2024 is to add more chicken to the menu. (Thus, it has launched a Cantina Chicken Menu.)
The two keys to success, as you might guess, are in what you name your special, and that whatever it includes had better be to die for. For nearly a month last winter, Mod Pizza (recently acquired by Elite Restaurant Group) ran a “Tailgate Trio” LTO of three pizzas inspired by popular game-day appetizers. There was the Buffalo Chicken Pizza; Bacon Jalapeno Popper Pizza; and Spinach Artichoke Dip Pizza. The fast casual pizza chain stated “The Tailgate Trio are some of the most craveable pizzas we’ve ever developed and feature all the comforts and bold flavors of a football party or tailgate.”
If you partner with another brand for a game-day promotion, you can double the marketing potential. Starting on Aug. 23 for a limited time, Krispy Kreme tied in with Dr. Pepper for what they call a Krispy Kreme x Dr Pepper Kickoff Collection. For the occasion, Krispy Kreme developed a new doughnut “that delivers the refreshing experience of the iconic 23 original flavors of Dr Pepper.” So that one is a glazed doughnut piped with Dr Pepper flavored frosting covered in sprinkles and topped with a white chocolate Dr Pepper logo. The other two doughnuts in the collection feature football décor. One is a glazed doughnut dipped in green icing (think football field) and topped with sprinkles and a yellow buttercream flavored goal post. The third doughnut is an unglazed doughnut filled with white “kreme” and dipped in chocolate icing and decorated like a football. That probably takes the cake for the best over the goal post effort.
Without a doubt, game-day or tailgate specials can make an energetic profitable impact on an operator’s bottom line. Don’t let everyone else be in charge of the fun.
Jody
