This summer, as part of its "Leave Sweet Tea to the Pros" promotion, McAlister's Deli held a Free Tea Day on July 23. The chain served more than 150,000 32-ounce glasses of tea to new, lapsed and loyal customers. More than 85 percent of the customers that came in during Free Tea Day also made a purchase, according to the company, which led to a 15 percent year-over-year comparable sales increase.
The objective of the Free Tea Day event was to share McAlister's signature item to the public and engage first-time and lapsed users. The company also wanted to reward its incredibly loyal customer base, who visit three or more times a month.
Free Tea Day was supported by a viral campaign, Facebook banner and limited broadcast advertising in select markets, as well as four-wall marketing materials.
Overall, 95 percent of McAlister's guests on the day of the event said the experience was "excellent." And exit interviews gleaned the fact that 6 percent of those who came in on the day were first-time users - and, of that group, 65 percent were aware of the promotion.
"If we thought for a minute that we could not deliver the dining experiences our guests have come to expect, we would not have attempted this," Phil Friedman, president and chief executive officer of McAlister's Corp., said. "We at McAlister's, as well as many of our peers, have learned 'free' can backfire. We were very deliberate in our marketing strategy and our operational readiness. I am incredibly proud of our system and am looking forward to further engaging guests with our Famous Sweet Tea."
The Ramey Agency, also based in Jackson, Miss., was engaged to assist with promoting the Free Tea Day event.
