Spring Spurs Gift Card Sales

Restaurant chains are pushing gift cards for Mother's Day, Father's Day and graduations.

May 09, 2012

DENVER - Ah, spring, that time of year when everyone??s thoughts turn to ?? gift cards. At least, that??s what restaurant chains are hoping to convince consumers: Gift cards are just what Mom, Dad and graduates want.

From Mother??s Day and Father??s Day to high school and college graduation, restaurants are finding spring is prime time for gift card sales, Nation??s Restaurant News reports. Chains such as Applebee??s, Chipotle Mexican Grill, IHOP and Outback Steakhouse have launched aggressive gift card promotions.

Gift cards contribute more and more to a restaurant??s bottom line. For example, Applebee??s racked in $300 million in gift card sales last year, a 6% bump from 2010.

Chipotle has sweetened its gift card promo by giving buyers a free burrito, salad, bowl or tacos for every $30 gift card purchased in a store. "A gift card for your favorite graduate and a freebie for you makes it even more affordable for everyone," said Mark Crumpacker, Chipotle??s chief marketing officer.

IHOP gives a $5 bounceback coupon with any purchase of a $25 gift card. "IHOP is a popular family dining destination, especially for celebrations, so our gift cards are a favorite at this time of year," said Natalia Franco, senior vice president of marketing.

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