15 Ramadan Promotions that Worked

Ramadan, the holy month of fasting and abstinence, is feted in all Muslim countries around the world. As the diaspora continues to grow stronger — Muslims are the fastest-growing major religious group, projected to grow 70% between 2015–2060 (compared to 32% global population growth) — many brands are standing up and taking notice.

Ramadan is not only a good time for restaurants to advertise products, but it can also be an opportunity to promote corporate responsibility and show gratitude to employees and customers. This is especially significant in the current times. With the coronavirus crisis, the foodservice industry is facing unprecedented challenges.

• There have been more than 80k COVID-19 cases in the GCC with a 0.6% mortality rate (as of May 7, 2020)
• The IMF estimates GDP growth for 2020 will plunge to -2.3% in the KSA, -3.5% in the UAE, -4.3% in Qatar, -1.1% in Kuwait, and -2.8% in Oman
• In Dubai, business confidence in March 2020 was the lowest since Q3 2016, and the tourism sector activity index dropped by 28% over the previous month (as soon as February 2020, the number of Chinese visitors to Dubai fell by 72% year-over-year — a significant impact as the city receives about a million tourists from China every year)
• The Holy Cities of Mecca and Medina were closed for tourists, and the umrah pilgrimage was canceled
• Malls, restaurants, cafes, and parks were closed for weeks in most of the GCC countries (the KSA shut down on March 15^th, dine-in operations in Dubai were closed down starting March 23^rd)
• Expo 2020 to be held in Dubai was postponed by one year
• Countries are taking measures to ease the economic blow; in Saudi Arabia, businesses were given discounts in utility bills and support to pay contractors and wage assistance for certain jobs
• Online grocery shopping spikes: orders at Carrrefour UAE increased by 300%, 700% in Egypt, and 1,000% in the KSA
• Restaurants same-store sales plummeted, wit Herfy (one of the QSR leaders in the KSA) reporting a 5.3% drop in year-over-year sales
• Tourists and expat workers who have been fired or furlough can not get back to their home countries; more than 200k Indian citizens have registered for repatriation flights in the UAE, about a quarter of them are expats who lost their jobs

In a lot of ways what we anticipate for the restaurant industry is an acceleration of changes that were already in motion. Some of that being adoption of technology, corporate moat building, some of the expansion strategy, location strategy, alternate foodservice formats and channels (things like delivery, curbside, more emphasis on takeaway).

Even more in times like these, marketing and promotions can help restaurants improve the top-line. Here’s a look at successful Ramadan restaurant promotions from a few powerful brands over the years that welcomed the Holy Month with strong messages and even stronger promotions.

1. Nando’s Double Whammy – A “Peri-fect” Analogy & Incentive

Nando’s UAE drew up an interesting analogy to invite – and excite – customers to their special edition of Ramadan 2015 iced cappuccinos in locally preferred flavors. The underlying message, though a tad tricky, seemed invigorating enough to match a product’s quality to the spirit of a people who revere the month and its blessings.

If that wasn’t enough, Nando’s donned its Peri-[chari]table avatar on Twitter and pledged to donate proceeds from its “Altogether Now” platter to the philanthropic institution Dubai Cares.

2. TGI Friday’s Tantalizing Top-Up

TGI Friday’s Malaysia stepped up its game in Ramadan 2013 with RM 10++ for endless soup and salad with the purchase of a main course. It presented Iftar – the post-sunset meal – with endearing positivity and warmth.

3. Pizza Hut “All-You-Can-Eat”

Pizza Hut Pakistan offered an “All-You-Can-Eat-and-Drink” Iftar in Ramadan in 2018, including unlimited pizza, salad, garlic bread, and beverages. Family deals and other promotions were also in place, donating meals for each one bought.

4. Chili’s Makes Iftar All About Sharing

Chili’s Qatar made the Ramadan evening meal a sharing event, be it with friends or family. Its Facebook page attracted consumers with incentives, healthy tips and the joys of bonding.

For the entire Holy Month in 2015, Chili’s offered a starting with soup, sharing an appetizer and enjoying a full-size entrée with complimentary dates and Ramadan beverages, all for Qatari Riyal 69 per person.

5. KFC’s Midnight Call

KFC Pakistan offered valued deals for Suhoor – the pre-dawn morning meal – during Ramadan 2015 starting at midnight. KFC generally offers deals for two or four for Iftar and Suhoor.

6. Coke Strikes a “No-Label” Chord

In 2015, the global beverage company beaconed the holy month with a social message – that of removing labels by abandoning its own. The campaign that ran in the Middle East during Ramadan discouraged prejudices by scraping its own logo name from the cans.

Labels are for cans, not for people was a strong message to foster a world free of stereotypes.

In 2018, Coke released a follow-up ad to support Muslims fasting around the world during Ramadan in countries where they are a minority. The video has more than 3 million views on YouTube.

7. Ferrero Rocher Sits Tight at Heathrow

Ferrero Rocher launched its limited-edition Ramadan-centric chocolates poised at London’s Heathrow airport. This garnered a positive reaction from the growing Muslim population in the city and more so, of the number of Muslim passengers that transit through one of the world’s busiest airports.