BOSTON Playing to last-minute shoppers and convenience seekers, Uno Chicago Grill is selling virtual gift cards that are purchased online, distributed through e-mail and redeemable at its website or in restaurants.
Boston-based Uno, operator or franchisor of more than 200 U.S. restaurants, claims it is the first casual-dining chain to augment standard plastic gift cards with virtual equivalents available at www.unos.com. However, the chain follows the deployment of virtual gift cards earlier this year by pizza-segment leader Pizza Hut.
“Uno's virtual gift card is quick, easy and ideal for people who enjoy shopping online from the convenience of their home or office,” said Rick Hendrie, Uno's senior vice president marketing.
The cards are sold in $25 and $50 denominations. Recipients receive an e-mail with a link to a Web page showing the virtual card, redemption instructions and, possibly, special offers and promotions, according to documents posted on the chain’s website. Users can spend the virtual gift for takeout and curbside pickup orders placed online by entering their e-card’s unique identifier number, or in restaurants by presenting a printed copy of the card, with the identifier number clearly shown.
The chain owned by Uno Restaurant Holdings Corp. is expanding its gift card line at time when most casual-dining chains are reporting flat or down same-store sales and forecasters, generally, are predicting slower holiday restaurant sales. At the same time, other prognosticators are predicting a falloff in the sale of conventional gift cards this holiday season because of tight consumer purse strings and concern that some of the companies selling them may soon be out of business.
