Spin the Wheel Mexican Style
A relatively unknown Mexican chain is testing an interesting concept: bring in a valid coupon—even if it’s for an oil change or dry cleaning—hand it over to the cashier and get a chance to “Spin the Wheel” to win a discount on a menu item.
The promotion is underway this month in Charlotte, N.C., at one of Salsarita’s Fresh Cantina restaurants. If all goes well, the program will be rolled out to franchisees nationwide next year.
The point of it all is to enlighten new customers about the company’s made-to-order fresh meals that include burritos, tacos and tortilla-crusted pizzas. But it is also to add value to regular customers to win their long-term loyalty.
Salsarita’s brand manager, Patricia Morris, claims that consumers are “inundated” with coupons they will never use and that the offers might as well get put to good use. She’s right. Almost every shopper has some coupons stashed in a kitchen drawer or a pocketbook.
A flyer announcing the promo was sent to the store’s database and in-store materials have been posted. If the program goes national, Facebook and Twitter will play a role.
Prizes include various discounts off entree menu items, a complimentary meal or a free cookie. Guests landing on the grand prize spot will be entered into a weekly drawing in which they’ll have the chance to win a year’s supply of free burritos.
If the syndicated TV show, “Wheel of Fortune,” is any indication that a quirky wheel—spun by Pat Sajak—is still in demand after 28 years, Salsarita’s may just be one of the lucky winners.
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