Ninety Nine's Red Sox Deal Boosts Traffic

Ninety Nine Restaurants' free kids' meal deal after Boston Red Sox wins saw a major surge this summer as the team went on long winning streaks, boosting family traffic and community engagement.

Promotion Mechanics and Summer Surge

For nearly 20 years, Ninety Nine has offered a free kids' meal to children 10 and under with the purchase of an adult entree on the day after a Red Sox win. This summer, the promotion gained unusual momentum. The Red Sox tied a franchise record with a 15-game winning streak in July, followed by a nine-game streak, leaving the team with a 75-64 record as of early September.

Michelle Giovine, SVP of marketing for Ninety Nine's owner Restaurant Growth Services, said the streaks brought a little extra life into the promotion. She declined to provide specific traffic numbers but noted the deal attracts families, leading to larger parties and bigger checks overall.

Cost and Value of the Deal

While the giveaway represents a cost, the chain views it as a broader investment. According to a report by sports business site Front Office Sports, the chain served thousands of free kids meals during the winning streak. The site estimated each meal's value at $8 and put the total potential cost to the chain as high as $60,000.

Giovine emphasized the value beyond immediate profit. For us, it's not so much about, 'Did we make money on this one day?' she said. It's really about being part of the bigger community and the bigger story and to be able to offer something of value to our neighborhoods. She cited generated media attention and boosted restaurant team morale as key benefits.

Brand Profile and Partnership History

Ninety Nine Restaurants is a regional chain founded in 1952 and based in Woburn, Massachusetts. It operates 94 locations across New England and parts of Upstate New York. The brand is known for menu items like boneless wings and boiled sirloin tips, as well as amenities such as free popcorn and 23-ounce Blockbuster Mugs for beer.

The partnership with the Red Sox began in 2003. The kids-eat-free promotion launched in 2008, following the team's World Series win the previous season.

Operational Preparedness and Postseason Rules

Despite the summer surges, operations ran smoothly. Giovine credited the team's generally consistent performance in recent years for helping the restaurant chain forecast demand. The Red Sox finished the previous season with an 89-73 record. We're always prepared for however many wins the Red Sox provide, Giovine said.

The promotion, however, will not apply to postseason games. If the Red Sox make a playoff run in October, visits to Ninety Nine will not come with the free kids' meal incentive.