Restaurants Expand Gift Card Offerings

With holiday shoppers spending more than expected over the Thanksgiving and Black Friday weekend, restaurant brands are looking to get their fair share by pushing gift card sales with bonuses for buyers and other incentives throughout the season.

An estimated 212 million shoppers spent about $45 billion in stores and online over Black Friday weekend, which was well above the spending tallied last year, according to a National Retail Federation survey. This year, shoppers spent an estimated $365.30 on average over the long weekend, up from last year's estimate of $343.30.

EARLIER: Restaurant deals target Black Friday shoppers

"As retailers look ahead to the first few weeks of December, it will be important for them to keep momentum going with savings and incentives that holiday shoppers simply can't pass up," Matthew Shay, NRF president and chief executive, said.

Among restaurants, such deals have included gift card incentives that reward the buyer, a move that Hudson Riehle, senior vice president of the National Restaurant Association's research and knowledge group, said "makes perfect sense in this slow-growth economy."

The NRA estimates that three out of four consumers say they would like to receive a restaurant gift card or certificate.

"When you look at the potential list of gifts," Riehle said, "restaurant gift cards are usually on the top of the list or among the top two or three choices."

It's a gift that also taps into pent-up demand for dining out, something consumers say they still aren't doing as much as they would like, he said.

This year, many restaurants are offering the opportunity for prizes, bonus gift cards for buyers and even inviting customers to custom-design cards with personal images or messages, as well as specific holiday greetings. Others are looking to use gift cards sales to support charities.

OSI Restaurant Partners, for example, is offering a free $20 Bonus Card for every $100 gift card purchase through Dec. 31 for use at any of the company's brands: Outback Steakhouse, Carrabba's Italian Grill, Bonefish Grill, Fleming's Prime Steakhouse & Wine Bar and Roy's Hawaiian Fusion Cuisine.

In addition, Bonefish Grill is inviting guests to register their bonus cards for a chance to win prizes during "Twelve Days of Happiness" from Dec. 13 through Dec. 24. Each day, every restaurant will award a $50 certificate for a dinner for two. At the end of the 12 days, one grand prize winner will receive a $5,000 American Express gift card, and another first prize winner will receive one worth $1,000.

The more than 100-unit Pollo Tropical chain, based in Miami, is offering Smart Cards featuring 10 offers available at the chain's restaurants, such as two-for-one deals or $3 off a family meal. Approved charities or fundraising non-profit groups can sell the cards for $1 and keep all the proceeds for their cause.

The chain is also offering $5 certificate discounts for every $25 gift card purchased. For every $50 gift card, the chain is offering a $10 complimentary certificate.

Those who purchase gift cards, however, should note that while the gift cards themselves typically don't have expiration dates, the bonus cards and discounts offered as incentives usually do.

Additional restaurant gift card offers this year:

• T.G.I. Friday's is offering a $5 "Bonus Bite" card for every $25 gift card purchased and guests in the restaurants have a chance to win daily and weekly Best Buy Reward Zone points toward merchandise at the electronics store.

• Chili's Grill & Bar is offering savings on gift card purchases. Through Dec. 28, guests that buy $100 or more in gift cards will receive 10 percent off their entire gift card purchase. Guests can custom-design their cards or choose one that is gingerbread scented.

• IHOP is offering a $5 coupon for a future visit to those who purchase a $25 gift card in restaurants through Jan. 1.

• Applebee's is offering a free $10 bonus card with the purchase of $50 in gift cards in one of the chain's restaurants through Dec. 31.

• For every $25 gift card purchased at The Cheesecake Factory through Dec. 24, guests can receive a "Slice of Joy" card valid for one free slice of cheesecake. Sister brand Grand Lux Café is offering a $5 card for the purchase of a $25 in gift cards.

• At Chipotle Mexican Grill through Dec. 31, guest that buy at least $30 worth of gift cards at one of the chain's restaurants can bring their receipt the next time they visit and get a free burrito, burrito bowl, salad or order of tacos.

• Morton's The Steakhouse is offering guests a $100 gift card for the purchase of $500 in gift cards, or a $50 gift card with a $300 gift card buy, available online or in restaurants, through Dec. 24.

• Guests that buy $50 in gift cards at Islands Restaurants through Dec. 24 receive $10 toward their next visit.

• King's Fish House is offering a free $20 gift certificate for use in 2012 for every $100 gift card purchased through Dec. 27. The offer is also available at the company's 555 East Steakhouse, Ocean Avenue Seafood and Water Grill locations.

— Lisa Jennings, NRN.com