TL;DR
Dickey's Barbecue Pit launched a cross-brand loyalty promotion, Summer of Gold, which resulted in over 17,000 people redeeming offers for free menu items. The promotion led to a 40% increase in online transactions.
Each time an American athlete won a gold medal the Dickey Restaurant Brands emailed its loyalty members with a coupon good for either a complimentary item or a buy one, get one free coupon (BOGO). The online only program had over 17,000 people redeeming the offer of free pulled pork sandwiches, burgers, and chicken wings.
“We saw an over 40% increase in online transactions and were so happy to cross promote our brands and offer our loyalty members a delicious sandwich or wings while celebrating America’s athletes” says Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, Inc.
The promotion was open to new and old Loyalty members from July 25th until the conclusion of the Olympics on August 9th. The United States won 39 gold medals at the 2021 Olympics, which was first among all countries in Tokyo.
In this story
This story was originally published in Franchising.com on August 20, 2021. Burnaze summarizes and links to the original reporting.
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