Einstein Bros. Bagels is offering Facebook fans free bagels and coffee for a year if they come up with a great motto for the chain’s specialty coffees.
The new coffee program, introduced last year, features espresso-based drinks made by baristas. The program is currently in about 100 locations and is expected to roll out to about 90 percent of stores by November.
Two new latte flavors, vanilla hazelnut and white chocolate mocha, were recently introduced.
To celebrate the new platform, Facebook fans who “like” the brand by Sept. 11 and submit one original motto of 15 words or less about the coffee may also see their entry emblazoned on employee uniforms nationwide.
Submissions are being accepted this week, and all participants will receive a free coffee with any purchase. The top 10 winners will be announced on Sept. 12. Each will receive a $100 cash card from Einstein Bros.
Next week, Facebook fans will be asked to vote for their favorite motto, and the top five will be selected on Sept. 19.
Another vote will be held the week of Sept. 20. The top two will be selected on Sept. 26, and both winners will be awarded free bagels and coffee for a year.
Facebook-related giveaways have worked well for Einstein Bros., said James O’Reilly, chief executive of parent company Einstein Noah Restaurant Group Inc.
The chain had its “social media coming out party” at the beginning of 2010 with a Free Bagel Bonanza, O’Reilly said, rewarding new Facebook fans with a digital coupon for a free bagel and schmear.
“We had a Facebook page before then, but had a small amount of fans,” O’Reilly said. “In a matter of days, we grew the number to more than 300,000. The Free Bagel Bonanza contest drove visits among new consumers, and also frequency among existing consumers. Our Facebook fan base continues to grow as we communicate with our fans on a more regular basis and extend offers to them through the page.”
Lakewood, Colo.-based Einstein Noah operates and licenses more than 700 locations under the Einstein Bros. and Noah’s New York Bagels brands, and the Manhattan Bagel brand.