From a historical grocerant perspective, branded
partnerships have long been a cornerstone for driving consumer interest and
boosting sales in the foodservice industry. By combining iconic flavors,
recognizable brands, and promotional synergies, successful partnerships have
created memorable dining experiences that resonate with customers and spur
repeat visits according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Wings and Rings’ latest collaboration
with Sam Adams during football playoff season demonstrates they’re following a
winning playbook, seamlessly blending innovation with nostalgia to engage their
audience.
The Power of Food Marketing
Partnerships
Historically, the grocerant sector has leveraged branded
promotions to remarkable effect. Consider McDonald’s collaboration with
Coca-Cola and collectible glassware in the 1970s and 1980s. These promotions
drove both sales and customer loyalty, turning casual patrons into frequent
visitors who eagerly sought exclusive items. Similarly, partnerships featuring
items like Taco Bell’s Doritos Locos Tacos underscore the staying power of
innovative, co-branded products that align with consumer tastes and cultural
moments.
Wings and Rings’
partnership with Sam Adams exemplifies the enduring appeal of this strategy. By
introducing house-made Sam Adams Beer Cheese as a centerpiece of their
limited-time offerings (LTOs), they’ve tapped into the rich heritage of an
iconic beer brand while delivering bold, comforting flavors ideal for the
winter season.
Why Wings and Rings is Doing it Right
This Season
As football fans gather for playoff season, Wings and Rings has executed a
game-winning strategy to align its promotions with fan-favorite rituals.
According to the Grocerant Guru, their approach hits all the right notes:
1.
Timing and
Relevance: Launching their weekday half-price
appetizer promotion on January 13 ensures they’re engaging customers during the
early playoff rounds, a time when sports enthusiasm is high and consumers are
seeking value-packed dining options.
2.
Menu Innovation with
Comfort Appeal: The Sam’s Loaded Fry, Beer Cheese
Chicken Sandwich, and Beer Cheese Jumbo Tenders deliver rich, indulgent flavors
perfectly suited for cold-weather cravings. These dishes demonstrate culinary
creativity while remaining accessible, a hallmark of successful grocerant
partnerships.
3.
Dine-In Exclusivity: By offering the half-price appetizer deal exclusively for
dine-in customers, Wings and Rings strengthens their positioning as a social
hub, where friends and families can gather to share great food and exciting
moments during the playoffs.
Lessons from the Past
Looking back, similar strategies have proven effective for
other brands during key cultural moments. Buffalo Wild Wings leveraged football
season by offering wing deals tied to game outcomes, creating a shared
experience among fans. Meanwhile, brands like Olive Garden’s Never-Ending Pasta
Bowl and Red Lobster’s Endless Shrimp capitalized on the “more for less”
appeal, becoming seasonal staples that reinforced their brand identity.
Wings and Rings’ focus on beer cheese aligns with this
legacy of tapping into beloved comfort foods while showcasing exclusivity. The
in-house preparation of Sam Adams Beer Cheese highlights quality and attention
to detail, enhancing the overall guest experience.
Incremental Success Through Brand
Partnerships
To build on their momentum, the Grocerant Guru recommends
three strategies for Wings and Rings:
1.
Extend Brand
Partnerships: Consider seasonal cross-promotions
with Sam Adams for take-home meal kits, featuring the beer cheese and other
branded ingredients, extending the brand beyond the restaurant walls.
2.
Digital Integration: Utilize social media campaigns where customers share their
“Game Day” setups featuring Wings and Rings’ beer cheese items for a chance to
win exclusive prizes.
3.
Community
Engagement: Host watch parties with special
discounts and giveaways, cementing the restaurant’s place as a football playoff
destination.
Think About This
Wings and Rings’ latest promotions during football playoff
season encapsulate the best practices of the grocerant industry. By
strategically timing their LTOs, showcasing branded partnerships, and embracing
the warmth of comfort food, they’ve positioned themselves as the go-to
destination for both sports fans and casual diners. As history shows, the
marriage of innovative food marketing and strong brand alignment is a proven
recipe for success — and Wings and Rings’ 2025 lineup is a prime example.
Invite Foodservice
Solutions® to complete a Grocerant ScoreCard, or for product positioning or
placement assistance, or call our Grocerant Guru®. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the
Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869
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