How a tortilla restaurant uses Pop-Tarts to gain customers

June 22, 2009 | Posted by Carolyn Pikoulas
I like Pop-Tarts. In fact, I've eaten one everyday for breakfast for the past 2 weeks. They keep coming out with awesome new flavors, too, like Cinnamon Roll (which, by the way, beats my former favorite -- Brown Sugar). So, when I read about a tortilla restaurant using Pop-Tarts to get customers in their door, I thought, "Count me in!" Unfortunately, they aren't local. But I have to ask, what would make people go out of their way to get a Pop-Tart at a Mexican restaurant?

Tortillas and Pop-Tarts might not seem like a match made in heaven, but it keeps on working for California Tortilla, a Cal-Mex casual restaurant chain (actually based in the Mid-Atlantic region). California Tortilla's 15th Annual Pop-Tart Day, held on May 20, 2009, reported an increase in sales by 32% at its 38 restaurants, compared with the previous six Wednesdays. This year, the chain prepared to give away more than 20,000 Pop-Tarts, a record for the promotion. The restaurant has given away 150,000 Pop Tarts since 1995, making Pop-Tart Day a much anticipated event every year.

The unusual but highly successful promotion, in which each customer is entitled to a free Pop-Tart, added a new twist this year. The chain inserted a "Golden Ticket" in one Pop-Tart per location, and each lucky winner received a year supply of free burritos!

Pop-Tart Day is one of the many silly promotions for which California Tortilla has become known. Others include Monday Night Mystery Prize Burrito Wheel; Freeze Pop Day (like Pop-Tart day, but no toasting involved); Yappy Hour for dogs; and Rock, Paper, Scissors Day. Franchise owners and employees enjoy the relationships they develop with their customers, and the events drive strong buzz among existing and potential customers.

No matter what type of business, your customers should be happy and excited about your product or service. Finding a unique, even quirky way of showing appreciation for your customer base can do wonders for your brand. And the word will spread.

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