Restaurants around the USA are using their anniversaries as a way to thank customers and stimulate new business.

“Kelly’s 55th anniversary sweepstakes got a lot of media coverage — some national, but mostly in local papers, which helped us build our e-mail database and drive business.” -Sheri Saperstein Richberg, president, Sugar Strategies

Sandrine’s Bistro, Cambridge, MA, marked its 10th anniversary with a year-long celebration featuring a monthly $10 special (food with wine) at the bar. “We wanted to get the word out that Sandrine’s has been here for 10 years and to build bar business,” says Chris Lyons, Chris Lyons Communications. “Not only did bar business quadruple, but many people stayed for dinner.” Chris adds that they continued the promotion this year, increasing the price to $11. . . .The week-long celebration of the 16th anniversary of The Palace Cafe, New Orleans, LA, began with a jazz brunch and complimentary pink Champagne (which was given out all week long and provided by a supplier). Brunch guests received a gift box with a thank you note and a certificate for a complimentary appetizer or dessert; one box had a certificate for a chef’s dinner for six. To date, 20% of the certificates have been redeemed. . . .To celebrate its 55th anniversary, Kelly’s Roast Beef, Saugus, MA, held a sweepstakes for a trip for two to Ireland, tickets to Boston Red Sox games, and Kelly’s gift certificates. “More than 7,500 people entered and gave us their contact info,” says Sheri Saperstein Richberg, president, Sugar Strategies, who managed the promotion. “A soft drink company and a travel agency provided some of the prizes”. . . .XO Steakhouse, Providence, RI, had a month-long celebration for its 10th anniversary. “We launched the celebration with a cocktail party for 120 people, inviting our best customers, some we hadn’t seen in a while, and favorite staff who had moved on,” says Tracy Rush, director of communications. During the month, XO featured ‘97 vintages, retro cocktails, and special menus created by past and present chefs.