For the last few years, operators have been expanding their brands by partnering with media, celebs, influencers, and more. These pairings allow restaurants to create unique merchandise and menu items, reach a broader audience, and offer something unique to their guests. This season, some operators are getting even more creative, entering into partnerships with new and interesting companies:
Dunkin’ is expanding its partnership program, launching a value campaign with Jen Affleck from “The Secret Lives of Mormon Wives.” The campaign promotes the new value meal, calling Jen the “Value Affleck,” as a humorous reference to previous campaigns with Ben Affleck. The meal includes a medium coffee, bacon, egg and cheese sandwich, and 6 hashbrowns for $6.
Popeyes has partnered with Hot Ones, the viral YouTube show where celebrity guests answer questions and try hot wings. The collab features a spicy limited-time menu, including:
- Sizzlin’ Sriracha Dippers (mild): Pickled garlic sriracha-marinated Chicken Dippers, served with Buttermilk Ranch dip and a fiery Hot Ones Sriracha sachet.
- Smokin’ Rojo Sandwich (medium): A crispy chicken fillet topped with Hot Ones’ Los Calientes Rojo spread and tangy pickles, on a toasted brioche bun.
- Darin’ Dab Ghost Wings (hot): Classic wings (bone-in or boneless) dusted with a bold Ghost Pepper dry rub, served with Hot Ones Last Dab Ranch dip.
- The Last Dab (extremely hot): Hot Ones’ spiciest, most iconic hot sauce, served in a sachet for fans to add that infamous final “dab” to their favourite bite.
Tim Hortons has participated in many alliances over the last few years, but this time, they are partnering up with Canadian Tire for a loyalty collaboration offering perks from both brands. The campaign will launch next year, allowing customers to link their Triangle and Tims Rewards accounts to earn Canadian Tire money for purchases at the restaurant, along with offering access to exclusive offers.
Restaurant collaborations allow operators to create a buzz, reach new audiences, get creative with their menus, and attract attention away from the competition.
