Boogie Fever Hits Nicaraguan Restaurant Chain
From Succes Stories
By Jen Zorger
Who says a restaurant meal promotion has to fit in the container the meal comes in? Definitely not Tip Top, a Nicaraguan-based chain focused mostly on chicken offerings. Just in time for the start of the summer, the chain offered boogie boards as a purchase-with-purchase promotion, co-sponsored by Coca-Cola.
“Once per year, Tip Top launches a summer promotion using a self-liquidator giveaway,” says Angel Morales, managing director for C3i, the kids’ marketing agency behind the boogie boards. “This is typically an item that is destined to create traffic and generate sales of a specific combo meal.”
In this case, when a customer bought a family-size combo that included 12 pieces of chicken, rolls, fries and a two-liter bottle of Coke, they could also get the board for less than $5 U.S. Tip Top promoted the offer in TV commercials, on their Web site and in restaurants.
Given the global economic squeeze, recouping the investment on the boogie boards was a bit of a concern, but it turned out to be a non-issue.
“They ran out of all the boogie boards,” Morales says. “Customers were happy that Tip Top was able to offer such a large/useful item while keeping the combo meal price down. All of this translates to adding high-perceived value to the brand and to the promotion.”
BIZ TIP: Recruit co-sponsors for a bigger promo
Tip Top partnered with Coke so they could offer customers a bigger premium. Here are some other types of businesses you could pair up to expand the budget for a promotion:
- a restaurant and a movie theater or concert hall
- a pet store and a training school
- a card shop and a chocolatier
