Increase
Sales!
Special report - 3/4/98
When it wanted to increase its beverage sales and, by association, its sandwich and
pizza sales, Schlotzky’s Deli, a restaurant chain, ran a promotion that centered
around a dumbell-shaped sports bottle.
Approximately 98 percent of Schlotzky’s 435 franchisees took part in the campaign,
which used the theme, “Get a Grip.” To encourage participation, all franchisees
were sent a box of the imprinted bottles as well as support materials. Franchisees could
sell the bottles for $1.99 each as a self-liquidator, or use them as a premium, where they
would be offered, filled, for 99 cents with the purchase of a sandwich or pizza. Some also
offered free refills with a bottle purchase.
The support material included posters, register-area stand-ups and displays and ceiling
danglers. Other supplementary media included print ads and radio/television spots.
The initial goal was to distribute 80,000 bottles, but another 20,000 were ordered.
Schlotzky’s figures relating to sandwich, pizza and beverage sales indicated
increases of between 20 and 30 percent.
P r e s s R e l e a s e t i t l e
Sales #: 203262