Wednesday, October 24

Dinner For Two

Dinner for two ... for two nights that is.

Olive Garden, a favorite brand from my book, just released a special promotion where you get an extra dinner to take home for the next night.  Dinner for two for $12.95.  Can't beat it.

I love how the brand took a simple and perhaps over used idea - buy one get one free - and put not only a spin on it but also their brand stamp.  Dinner today and dinner tomorrow - an ownable and enticing variation on the age old BOGO promotion.  I love it!

What I respect about Olive Garden is that they know who they are, and they know who they appeal to. Families and friends.  Families and friends spending time together, breaking bread together, sharing pasta together.

The not so little additional emotional benefit of not having to cook tomorrow night either is such a great promotional overlay ... totally in keeping with the brand.

Love the copy - "tonight be social, tomorrow make a date with a flat screen!"  A nice young feel, yet still very Olive Garden.

Many a marketer has rightfully argued that deep discount promotions, like a buy one get one free, could ruin the brand's equity.  Not when it's served up this way!

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Marketing Professor, NYU

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