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 fo