News | April 30, 1999

And on the Seventh Day…

Chi-Chi's promises to give consumers a day of rest to cure their collective hangover. The Louisville, KY, full-service casual Mexican restaurant chain proclaimed all its 160 restaurants "Cinco Party Central" with events to celebrate Cinco de Mayo starting today and ending on the May 5 Mexican Independence Day holiday. Family-oriented activities and dining specials scheduled for both dining room and cantina, with both menu and drink promotions.

Roger Chamness, president of Chi-Chi's, Inc. noted the chain's a reputation for "great-tasting, traditional Mexican cuisine combined with a fun, festive dining experience." He positioned the promotion as part of a 22-year effort in the Midwest and Eastern regions to serve up "savory Mexican favorites to its guests, proving to be the nation's leader in full service, casual dining Mexican restaurants."

The promotions start Friday, April 30th, with a 99-cent special on the chain's signature Mexican "Fried" Ice Cream and a 50-cent discount on Corona and Corona Light beers that will last the duration. Sunday, May 2nd: half prices on all new appetizers and activities geared towards children (i.e., those not holding Coronas). Tuesday, May 4th, features "Pick-a-Poppers," Santa Fe-style chicken-jalapeno popper with dipping sauce for 50 cents each. Various signature Margaritas will also be available. Additional activities in the 6 day promotional celebration include: Cinco Office Olympics, Golf of Mexico, and Name that Tune competition. Activities may vary regionally to include local raffles, business tie-ins, radio remotes.

"Proud of the promo's week-long "flavorful food and salsafied environment," Laurie Katapski, senior vice president of marketing for Chi-Chi's said the goal is "to continue building our guest base by improving brand awareness through a melding of advertising, marketing and public relations efforts."

With any luck, the promotion will be partly responsible for a wave of recuperative workplace absences on May 6.