Anniversaries give operators occasion to raise brand awareness

Restaurant anniversary promotions can be as simple as offering free dessert or as elaborate as sending a lucky customer on a European vacation.

But operators say almost any method for celebrating a birthday milestone can be a potent way to raise brand awareness, foster goodwill and aid long-term sales growth.

Of course, such promotions have to fit squarely with the brand personality and offer real value to customers, and the celebrating restaurants need to set clear objectives