Anniversary promotions drive restaurants to revive decades-old prices
NEWYou can now listen to Fox News articles!
Restaurants are increasingly turning to nostalgia with limited-time promotions that bring back menu prices from decades ago to help celebrate anniversaries.
Restaurants celebrating milestone birthdays across the country are temporarily lowering prices; It offers everything from burgers to cocktails to the same prices as when the restaurants first opened; to specials tied to anniversary numbers (like $1.65 fries for 65 years of operation).
At Burgerville, the Pacific Northwest burger chain celebrating its 65th anniversary on March 10, for one day only, customers could purchase items like $1.65 small fries, $1.65 fountain drinks and the $2.65 original cheeseburger.
FROM RETRO TO REFINED: JELLO SALAD AND SALT GELATIN DISHES ARE MAKING AN UNEXPECTED RETURN
“Sixty-five is an incredible milestone for Burgerville,” CEO Kyle Welch said in a statement. “We love taking this moment to look back but also look forward, continuing to innovate and deliver quality, delicious, local food to our communities for the next 65 years.”
Burgerville, which recently celebrated its 65th anniversary, has historically hosted local auto shows. (Burgerville, LLC.)
Burgerville opened its first location in Vancouver on March 10, 1961, and has since grown to more than 40 restaurants in Oregon and Washington, according to the company.
Other restaurants are tying their anniversary celebrations to nostalgic menu prices and historic dishes.
AMERICANS DIVIDED OVER ‘GRAND CANDY’ WHEN OPENING THE DEBATE ABOUT CARAMELS AND CIRCUS PEANUTS
Many long-running restaurants in New Orleans are celebrating milestone anniversaries with special menus and retro promotions. Axis declared this month. Tujague’s, which dates back to 1856, is celebrating its 170th anniversary with the $1.70 Grasshopper cocktail invented at the restaurant.
Meanwhile, Brennan’s is celebrating its 80th anniversary with $80 multi-course meals featuring signature dishes spanning eight decades.
Experts say that nostalgia-oriented discounts can attract customers even if they are offered for a short time. (iStock)
In Las Vegas, Carmine’s Pizza Kitchen celebrated 50 years in business last month with a promotion that recreated inaugural prices. During the anniversary event, customers were able to order $3.50 large cheese pizzas, $1.99 meatballs and 95-cent salads, the same prices as the restaurant’s early days.
CLICK HERE TO SIGN UP FOR OUR LIFESTYLE NEWSLETTER
“Vegas gave me this, that’s why I’m doing this promotion,” said owner Carmine Vento. Neon Las Vegas In that case. “This is about thanking Las Vegas. I’m proud of what I’ve accomplished.”
Promotions that appeal to budget-conscious consumers and tap into nostalgia reflect a broader industry tactic known as “backward pricing.” Country’s Restaurant News (NRN) reported last year that even major chains were participating.
Diners are lining up for limited-time deals featuring burgers, fries and other favorites at decades-old prices. (iStock)
At the time, White Castle announced that it would offer six Original Sliders for $4 as part of a promotional deal, pricing the burgers at about 67 cents each (roughly based on their 2012 price).
CLICK FOR MORE LIFE STORIES
“Being able to share an offer that takes us back in time – like our ‘6 Sliders for $4’ deal – helps nourish the soul a little,” Jamie Richardson, White Castle’s marketing manager, told NRN. “Being able to encourage savings dating back to 2012 is compelling, especially in an age when sticker shock can be real on so many everyday purchases.”
Friendly’s previously celebrated its 90th birthday with 90-cent ice cream scoops during a limited promotion, while Planet Hollywood introduced a throwback menu at its Times Square location priced at the restaurant’s original 1991 menu prices.
Industry analysts say such promotions can attract customers but may not always lead to repeat visits.
TEST YOURSELF WITH OUR LATEST LIFESTYLE QUIZ
“Rollback pricing may encourage a one-time visit or order, but unless there is something very special about the condition or item, I doubt it will lead to repeat use,” Robert Byrne, senior director of consumer research at Technomic, told NRN. “I would also argue that fallback pricing runs the risk of reminding consumers exactly how expensive their prices have become, which creates another problem.”
Limited-time rollback pricing promotions allow customers to purchase classic menu items at prices reminiscent of previous decades. (iStock)
Limited-time deals may be temporary, but nostalgic appeal may still be strong across generations, according to industry publication Restaurant Management.
CLICK TO DOWNLOAD FOX NEWS APPLICATION
Restaurant marketing blog Gourmet Marketing makes a similar point.
“Nostalgia for the past is one of the most powerful promotions for restaurant customers,” he argued in one post. “Nostalgia leads people to spend more money, feel more social and feel better about themselves.”
