USA: Valentine’s Day has become a two-week marketing affair

From a marketing standpoint, Valentine’s Day has become a two-week affair, with deals and offers leading up to the weekend, and even throughout the month. For most restaurants, it is a weekend of prix fixe menus. Chains are taking the same approach, but adding social media elements to promote their deals.

California Pizza Kitchen is offering a “Sweet Deal for 2,” with two entrées and a dessert for $32. On Facebook, Twitter and Instagram, the chain is offering a “What We Do For Love” sweepstakes that invites followers to share photos showing the crazy things they do for love, with the hashtag #CPKLoveSweeps. The winner could receive free California Pizza Kitchen menu items for a year.

Starbucks is kicking off the holiday on Feb. 13, with the World’s Largest Starbucks Date. Since so many members of Match.com list “coffee and conversation” as one of their interests, the coffeehouse chain is inviting members to arrange their first dates that day using a new “meet at Starbucks” feature on the dating website.

Special menu pairings, such as a Caffe Verona coffee press for two and a Double Chocolate Chunk Brownie, will be available for $5. Customers are encouraged to share their experiences on social media with the hashtag #StarbucksDate.

“There’s no better time to celebrate meaningful moments of connection and encourage new ones than during Valentine’s Day,” said Sharon Rothstein, Starbucks’ global chief marketing officer. “For more than 40 years, Starbucks has been a place to connect over a great cup of coffee.”

TGI Fridays is holding a Twitter sweepstakes that asks followers to share stories of how they met at one of its restaurants, with the hashtag #MyFridaysValentine. Daily winners could receive a $50 gift card for a date at a TGI Fridays, and one grand prize winner will receive a weekend getaway for two to Paris.

Dairy Queen is looking to raise the romance level with less cliché gifts. Rather than silly flowers (yawn) or jewelry (please), DQ suggests a heart-shaped Red Velvet Cake and a one-of-a-kind red spoon, which comes in a velvet jewelry box to make it extra classy.

EU-Digest