More and more operators are finding ways to maximize revenues with creative marketing. Restaurant collectables are certainly not a new concept, but they have evolved, resurging in popularity in recent years to create a sense of nostalgia for customers. 76 per cent of guests agree that restaurant collectables get their attention, and some QSRs are capitalizing on collectables as an opportunity to stand out and drive traffic.
One-stop shop
A few years ago, Tim Hortons’ launched its merchandise line and website Timshop, featuring clothing and collectables like cups and Christmas ornaments. The seasonality of their offering makes them LTOs, enticing customers to grab them before they’re gone, and anticipating the next batch each season. The collection has now grown to include pet toys, pool floats, keychains, and more.
McDonald’s recently launched a set of six collector’s cups featuring notable past promotions. Guests will receive a cup as part of a Collectors Meal, for a limited time only. “There’s an undeniable thrill when you snag that one elusive McDonald’s collectable or the final piece to complete your collection. We’re bringing back some of our most-loved keepsakes with a twist, giving fans a memory that they can hold in their hands,” said Morgan Flatley, Global Chief Marketing Officer and Head of New Business Ventures at McDonald’s.
These types of promotions offer customers the opportunity to participate for a limited time, or while supplies last, as they try to complete their collection.
Recurring promotions
While collectables may have started off attracting the attention of a younger demographic, today’s collectables are often aimed at teens or adults. 81 per cent of millennials and Gen Z customers “like” or “love” when restaurants offer collectables. Recurring LTOs with collectables is one way to keep guests interested and coming back to grow their collection each season.
Directing their attention to children, McDonald’s revived their Boo Buckets last year, bringing back the collectable buckets that kids can use to collect candy on Halloween night. Back this year, the buckets will be available on October 18, available with any Happy Meal in a variety of designs.
Starbucks Red Cup Day is another great example of an LTO that gets attention, drives traffic, and consistently raises revenues year after year. Typically happening in November, when purchasing a drink of any size, each customer received a free reusable holiday-themed cup, while quantities last. Famous for selling out early, customers line up early to get their chance to add the newest cup to their collection.
Whether you are considering adding collectables as an LTO or a recurring marketing tool, it’s a useful way to get guests excited, add revenue, and stay top of mind with your customers.
Image courtesy of the Starbucks website.
