So, let's start at the beginning; Olive Garden is part of the Darden Restaurant Group (home of the equally famous Red Lobster). They have gone through a MASSIVE rebranding in the last year, going from a more old-school, rustic, tuscany feel to some kind of trendy, contemporary italian bistro. Many people (including myself) have questioned this drastic step in a different direction.
Along with this rebranding has come bimonthly specials: buy-one-take one deals, never-ending pasta bowl, 2 for 25 deal, etc. These money saving opportunities draw the customers in and then try and graft them into lifelong customers!
Now, their newest ploy is a "pasta pass", basically a card that gives you free, unlimited pasta, breadsticks, soup and salad for 7 weeks. This pasta pass costs $100 and Olive Garden sold out of these passes in less than 45 minutes. Was this a publicity stunt? Is it even a good deal? Can someone subsist only on Olive for 7 weeks and not die of a heart attack? I would be lying if I said I was not tempted by this seemingly unbelievable deal... But does it make fiscal sense?
Let's look at the logistics of the thing; I have never been partial to "unlimited" or "all you can eat" deals because I just do not have the stomach capacity to eat to the point where I would save any money. I would probably lose money. But this type of stunt get's Olive Garden noticed, and they obviously have a dedicated enough following that these glutton passes sold out in less than an hour.
I will do some more research on this topic and post more in the coming weeks. In the meantime... If anyone would like to post about questionable marketing techniques you've seen or experienced at restaurants post them here! I am intrigued!
Here is a great article about Olive Garden's rebranding. Give it a read... Click me!
Here is a great article about Olive Garden's rebranding. Give it a read... Click me!
All the best,
C
