Restaurant Marketing Watch: 4/20 becomes unofficial day of the munchiesRestaurant Marketing Watch: 4/20 becomes unofficial day of the munchies

It’s not a national holiday, major sports event or even an Apple tech rollout, but April 20, or “4/20,” has become a date of note on the marketing calendar, and restaurant brands are taking advantage.

Once an insider code of sorts for marijuana smokers, the number “420” has become a touchpoint for stoners. As a result, April 20 has become an unofficial day of marijuana appreciation.

Where people are smoking pot — or ingesting it by other means — typically the munchies will follow, or so I’m told. For brands hoping to tap the cravings of 4/20 celebrants, Monday became an opportunity to put craveable menu items front and center.

Ben & Jerry’s, for example, introduced on Monday a new BRRR-ito!, a twist on the traditional ice cream sandwich that includes ice cream rolled in a waffle cone, like a burrito.

The chain debuted a TV ad that parodies Apple’s “1984” commercial — one that many younger fans have probably never seen. In Ben & Jerry’s somewhat more tongue-in-cheek version, a young woman runs into a smoke-filled room and hurls the new product at a screen that displays a traditional ice cream sandwich.

In an interview in AdAge, Alison Gilbert, Ben & Jerry’s senior brand manager of global scoop shops, suggested the smoke in the commercial was indicative of a freezer opening, not necessarily pot smoke, although she admitted it could be construed that way.

The article also noted that Ben & Jerry’s may be considering a pot-flavored ice cream in states where marijuana is legal.

Other marketing efforts were more direct.

The Nugget Spot, a New York restaurant featuring “adult” chicken nuggets made from hormone- and antibiotic-free meat, offered a “420 Special” on Monday that included either five Smokey Nugs, jerk-seasoned chicken thighs smoked over applewood chips, for $4.20, or the “420 Combo," with 20 pieces of any chicken nugget and two sides, two drinks and one order of deep-fried cookie dough nuggets for $20.

On 4/20, we assume the 420 Combo serves just one.

The restaurant was also scheduled to host a 50 Nugget Challenge on Monday night, inviting guests to attempt to eat 50 nuggets in 10 minutes. Those who succeed earn their munchies on the house and their name engraved on a Nugget Spot Trophy.

Carl’s Jr. and Hardee’s and Denny’s took a subtler approach.

The sister quick-service chains took advantage of the date to launch a new breakfast item: the Mile High Bacon, Egg & Cheese Biscuit.

“Wake and bake has a whole new meaning and morning munchies will be no more!” said press materials.

Denny’s just tweeted this, which won points from stoner followers:

Moe’s Southwest Grill also made a somewhat more obvious reference to the day’s theme with this tweet:

Others offered daylong price promotions for $4.20. Pizza of Venice in the Los Angeles area was named last year “Best Stoner Pizza” by LA Weekly, so the restaurant is offering a cheese pizza all day for $4.20.

Some 4/20-themed marketing may have been unintentional.

McDonald’s, for example, promoted its all-day breakfast test in San Diego on Monday, which some consumers immediately linked to the 4/20 celebrations using the #happy420 hashtag on Twitter, generating many retweets.

And, as many noted, what would 4/20 be without Taco Bell?

Contact Lisa Jennings at [email protected].
Follow her on Twitter: @livetodineout