Coming off of a record sales year in 2021 we felt like 2022 was a year to up the ante. What does that mean for us? It means staying consistent, especially in terms of marketing. Over the last few years we’ve put an emphasis on appealing to guests in a way we haven’t before, offering up value in moments when our regular guests might not typically choose to come to us.
The strategy is not groundbreaking. We offered our guests a meal deal at a very reasonable price. An appetizer, two entrees and a dessert with the option to add on two specialty cocktails for an additional cost. This strategy is is unwavering. In our third year of offering this date-driven package we saw sales increase 25% YOY.
While not all of that increase is attributed to the special menu alone, the goal wasn’t to ever rely solely on it for the holiday’s sales. Our message over the last three years has remained consistent: Big Whiskey’s is a great choice for date night. What is different about the promotion is 2022 is the added element of the new Big Whiskey’s loyalty program, Legendary Loyalty. Guests were offered double points on their purchase of the Valentine’s dinner package between 2/11 and 2/14, where we saw upward of 200 redemptions. That’s what we call an impact!
Entrees you may consider as fare reserved for special nights out like steaks, pasta and seafood were also up 22%, 42% and 60%, respectively, a sign that the consistent messaging and the direct to guest loyalty email offer drove incremental traffic into our stores and online for the holiday.
The menu was available to order in-store, online and via our custom app, allowing guests to choose how they wanted to enjoy Big Whiskey’s this Valentine’s Day.
And to that we say, raise a glass, that’s worth toasting!