For nearly 20 years, Ninety Nine Restaurants has given New Englanders one more reason to root for the Red Sox: When they win, kids eat free the following day. The chain has offered the promotion since 2008, but this summer brought extra attention as the team tied a franchise record with 15 straight victories in July, then followed with a nine-game winning streak. Boston currently sits at 75-64 in the standings.
A Promotion That Pays Off in More Than Meals
Michelle Giovine, senior vice president of marketing for Restaurant Growth Services, which owns Ninety Nine, said the winning streak gave the longstanding offer a boost. “It brought a little extra life into the promotion,” Giovine said. “And good for us, more frequency. So it was a win-win for us.”
The deal entitles children 10 and under to one free meal for every adult entree purchased. Giovine declined to share specific traffic or redemption numbers, but noted that the promotion naturally attracts families, which means bigger parties and bigger checks, even if some of the food is on the house.
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Sports business outlet Front Office Sports reported that Ninety Nine served “thousands” of free kids meals during the winning streak at a value of $8 each, estimating the giveaway cost the chain as much as $60,000. But Giovine pointed to the attention the promotion generated and the morale boost it provided restaurant employees as factors beyond the direct financial impact.
“For us, it’s not so much about, ‘Did we make money on this one day?'” she said. “It’s really about being part of the bigger community and the bigger story … and to be able to offer something of value to our neighborhoods and communities where we operate.”
Community Ties Run Deep in New England
Founded in 1952, Woburn, Massachusetts-based Ninety Nine operates 94 locations across New England and parts of Upstate New York. The chain is known for its boneless wings, boiled sirloin tips, free popcorn, and beer served in 23-ounce Blockbuster Mugs. The brand has partnered with the Red Sox since 2003, launching the kids-eat-free deal after the team’s World Series victory the previous season.
Such promotions are not unique to Ninety Nine. Regional burger chain George Webb in Wisconsin gave away nearly 200,000 free burgers last summer after the Milwaukee Brewers won 12 straight games. The deals can be costly, but operators say they generate publicity and traffic that help offset some of the expense.
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For smaller regional chains, these partnerships represent a way to build loyalty in a crowded market. The Red Sox connection gives Ninety Nine a cultural anchor in New England, and the predictable nature of the promotion means the company can plan ahead. Even during the winning streak, Giovine said operations ran smoothly.
“It was pretty smooth sailing,” she said. “We’re always prepared for however many wins the Red Sox provide.”
The team is on track to finish around the same record as last year’s 89-73 campaign, a level of consistency that helps Ninety Nine anticipate demand. The kids-eat-free promotion will not apply during postseason play, however. If the Red Sox make a deep October run, customers will have to visit for the love of the game alone.