News

QSRs ask 'Would you like to play a game?'

August 28, 2017

Two QSR brands are launching games just as kids start cracking the books again in the new school year. Recent options include a new mobile-optimized, browser-based game from Jack in the Box, and a first-ever national on-cup peel-off promotion from Dunkin' Donuts. 

The Jack in the Box mobile marketing game starts today and is open to customers age 13 and over at www.CraveCrasher.com. The game can be played on any web-enabled device. Crave Crasher puts users behind the wheel of the Jack in the Box Crave Van to fetch one of the brand's three new munchie mash-ups while avoiding obstacles on the way to the finish line, a news release said.

The trilevel time-trial racing game is based on speed, but gives steering control to the players for tight turns and obstacle avoidance. Players who beat the game can sign up for deals and coupons from the brand.

The snack-centric menu items in the game promotion are an LTO spin-off of the chain's late-night Munchie Meals menu. The new mash-up items are snack-size and include hash browns for $3 a pop.

Offerings include: 

• Wakey Bakey Hash, with three cheeses, bacon, fried egg and garlic-herb butter. 
• H'angry Chicken Hash, with chicken nuggets in white cheese, buttermilk ranch and buffalo sauce.
• Jack'd Jalapeño Hash, with jalapeños, bacon and cheese.

With this launch, not only is the brand getting on board the growing snack trend in QSR, but it also is continuing its gamification focus, which most recently teamed DoorDash and Marble to test new autonomous robot delivery technology in the San Francisco area, according to the release.

"In addition to innovating our menu, we're also focused on innovating the guest experience," CMO Iwona Alter said in the release. "With Crave Crasher, guests can crash cravings with a simple tap or click."

Dunkin' does it on the cup

Dunkin' Donuts' Sip. Peel. Win. game is the brand's first nationwide cup-based peel-off promotion, a news release said. The game promises prizes or other offers to all guests who buy hot coffee, tea or chocolate drinks in at least large size through the end of September. 

A year of free coffee is one of the prizes offered. Others include gift cards, food and other items. And with its "everybody's a winner" approach, even losers get coupons and discounts. 

To push its cup-based contest, the brand is putting football players Rob Gronkowski and Odell Beckham Jr. front and center with "their best celebratory dances," as part of the promotion.

All this comes as the brand welcomes pumpkin-flavored coffees, donuts, donut holes and muffins back to the menu, along with a new pumpkin cream cheese spread and maple pecan-flavored coffee. Other new seasonal items include a maple sugar bacon breakfast sandwich and a festive fall donut.