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By Ben Watanabe
Contributing Sports Writer
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In 1914, millionaire philanthropist Herbert Hoover led a massive humanitarian campaign to feed the people of Belgium during World War I.
It was the greatest undertaking to feed a group of people until the Boston Red Sox's 15-game win streak this year fed thousands of New England-area children.
All kidding aside, the 99 Restaurants' kids-eat-free promotion worked out pretty well for diners in July. The "Kids Eat Free When the Red Sox Win" campaign promises a free kids meal with the purchase of an adult entree. For more than two weeks, families could hit up their local 99s for an affordable night out.
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Make no mistake, though. This promotion worked out well for the Nines, too.
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"Red Sox 15-Game Win Streak Cost Boston Restaurant Chain Thousands," declared a headline Friday from Front Office Sports. By estimating $8 per kids meal, FOS estimated the giveaway fell between $16,000-$60,000 and proposed the Nines was "breathing a sigh of relief" for the streak ending.
The problem is, that's not remotely how such a promotion works.
Despite the headline, the free kids meals didn't cost the chain anything. Companies carefully plan such deals so that the money generated in other areas -- adult entrees, appetizers, drinks, et cetera -- more than offsets the lost cost of the freebie. The Nines no more lost money on those kids meals than it lost money on the free popcorn it gives to all patrons. The cost is negligible compared to the revenue it brings in.
What's more, discounts such as free kids meals can be tax-deductible as marketing expenses, which only adds to the benefit for the Nines. Although it's difficult to quantify how much business 99s generated that it wouldn't have brought in without the win streak, the Red Sox's winning ways basically gave the chain an excuse to doubly benefit.
Think of it this way: Would it make sense to say that a Red Sox losing streak would have "made" thousands for 99 Restaurants? Of course not. Therefore, it can't be said that the win streak "cost" them money.
There's at least one other way the 99s came out on top in this. Much like a sportsbook decrying how much money it loses when a big underdog wins -- money that it can easily absorb through other bets and future action -- the chain was able to gain free advertising by talking about all the money it "lost" on its promotion. Next time the Red Sox win, what restaurant do you think will pop to mind for cash-strapped parents?
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