President Pat Conlin explains how holidays like National Cheeseburger Day lead to record sales
If you feel like there is a holiday for everything, it’s because there is a holiday for seemingly everything.
According to timeanddate.com, there’s Old Rock Day (January 7), Barbershop Quartet Day (April 11), and Uncommon Musical Instrument Day (July 31). The day this story is published is both Spicy Guacamole Day and Pickle Day.
While it may be easy to dismiss these bogus holidays as silly and unnecessary, at least one restaurant chain has found big opportunity in them. Wayback Burgers, a better-burger franchise with about 150 locations in the U.S., has built marketing campaigns around both National Hamburger Day (May 28) and National Cheeseburger Day (September 18) with big results: According to company president Pat Conlin, Wayback Burgers boasted a 29 percent sales boost on this year’s National Cheeseburger Day by offering a buy-one-get-one deal for customers.
Conlin joined the latest episode of Take-Away with Sam Oches to talk about why marketing around things like food holidays has become such a boon for Wayback Burgers and how the company taps into its franchise community to drum up some of its best marketing ideas.
In this conversation, you’ll learn more about why:
If quality can’t be a differentiator, then service must be
Bogus holidays are low-hanging fruit for your marketing efforts
Engaging kids in your marketing — and even your R&D — is a win-win
Guest acquisition is a churn you have to constantly work on
The smallest marketing touches can make a big difference
Contact Sam Oches at [email protected].
.jpg?width=100&auto=webp&quality=80&disable=upscale "Picture of Sam Oches")
.jpg?width=400&auto=webp&quality=80&disable=upscale "Sam Oches")
