It’s that time of year again—Veterans Day, a day filled with gratitude, camaraderie, and, let’s face it, a lot of free food. Across the country, veterans are dusting off their military IDs and planning their culinary adventures, from pancake breakfasts to steak dinners. Some see it as a chance to relax and enjoy the perks of their service, while others may feel a bit hesitant, wondering if they’ve truly "earned" the freebies.
Whether it’s a heartfelt "thank you" or a lighthearted mission to hit as many restaurants as possible, Veterans Day is a time to reflect on service, share stories, and maybe even enjoy that second slice of pie.
Veterans Day, Memorial Day, and Armed Forces Day each serve a unique purpose in honoring the military community, but they are often confused.
Memorial Day: observed in May, is a solemn time to remember and honor those who gave their lives in service to our nation.
Armed Forces Day: celebrated in May as well, is a tribute to those actively serving in the military.
Veterans Day: held on November 11, is a day to thank and recognize all who have served, both in wartime and peacetime.
For many veterans, Veterans Day comes with mixed feelings. While "thank you for your service" is well-intentioned, some feel uncomfortable with the phrase, unsure of how to respond or feeling like their service wasn’t extraordinary. Others find humor in the day, turning it into a lighthearted challenge to see how many free meals or discounts they can enjoy, appreciating the rare opportunity for acknowledgment.
On the flip side, some veterans shy away from the freebies altogether, believing they haven’t "earned" it if they didn’t deploy or see combat. These varying perspectives reflect the diverse experiences of those who’ve served, making it clear there’s no one-size-fits-all way to honor their sacrifices.
Promotional campaigns aimed at honoring veterans often carry emotional weight and expectations. They’re not just about driving traffic; they’re about building trust, showing gratitude, and reinforcing brand values. However, what happens when the execution falls short?
I recently had an experience at Bar Louie’s Tampa International Plaza location that highlighted the importance of clarity, consistency, and crisis communication in public relations. Their Veterans Day promotion—a free burger for veterans—seemed like a thoughtful gesture.
Widely advertised on Bar Louie’s official social media accounts with nearly 60,000 followers and various press outlets like Military.com, the campaign, posted on November 8th, promised to honor those who served.
However, when I visited on November 10, I was informed that the promotion was not being honored due to a Tampa Bay Buccaneers home game. This exception was never communicated in the promotional materials.
The result? A sense of frustration, disappointment, and distrust—not just from me, but from others on social media who encountered similar issues.
Veterans across the country have taken to social media to report inconsistencies across different locations. For instance, a veteran from Arkansas commented on Bar Louie's Facebook post, stating, "I just called (Sunday morning 11-10-24) and the lady that answered the phone did not know anything about the Veteran’s Day special.”
Another user shared a similar experience, this time on Instagram, "This states it is good 11/10, however when we went to our local bar louie, we were told not to go off of this post, and it starts 11/11. We cannot make it on 11/11, kind of disappointed they wouldn't honor this promo today as it states.” These accounts highlight the importance of clear communication and consistent implementation of promotions across all venues to ensure veterans feel appreciated and avoid any confusion or disappointment.
What Went Wrong?
Inconsistent Messaging:
The promotion did not clarify that it might vary by location or that exceptions might apply. Transparency is critical when crafting campaigns that aim to foster goodwill.
Failure to Deliver:
Campaigns like these create a promise between a brand and its audience. When the promise is broken, it damages trust—a core tenet of public relations.
Lack of Local Training and Coordination:
Staff should have been informed of the promotion and empowered to make it right for customers who came in good faith.
Missed Opportunity to Correct the Narrative:
There was no immediate effort to address the issue publicly or directly with affected customers.
What Could Have Been Done?
As a marketing and PR professional, I see clear opportunities where Bar Louie could have avoided or mitigated this situation:
Communicate Exceptions Upfront:
If certain locations or dates were excluded, this should have been stated clearly across all marketing materials.
Empower Staff to Deliver:
Employees should have been trained to honor the promotion or provide alternatives for veterans who visited during the advertised dates. A free appetizer or a discounted meal could have salvaged the customer experience.
Monitor and Respond to Feedback in Real-Time:
Social media is a powerful tool. Addressing customer concerns as they arise can prevent escalation and demonstrate accountability.
Proactively Correct Errors:
Acknowledging the mistake publicly and offering an apology—even a small token like a discount—can turn a negative experience into a chance to showcase the brand’s values.
How Bar Louie Responded
Steve Culbert, Vice President of Operations, Franchise Sales and Administration, reached out personally after I expressed my concerns in an email to corporate leaders. He apologized for the misleading marketing and acknowledged the need for better practices. "Please accept my apology on behalf of our entire organization," said Culbert. "There are no explanations that can make up for the mis-leading Veteran’s Day messaging."
His response was thoughtful and included an e-gift card as a gesture of goodwill. While this was a step in the right direction, the damage caused by the initial experience—and its impact on public perception—remains a lesson in the importance of proactive communication.
Turning Challenges into Opportunities
This experience reinforced that campaigns meant to highlight a brand’s values must be flawless in execution. For Bar Louie, this misstep offered an opportunity to evaluate their marketing, training, and crisis communication strategies.
Veterans and customers alike value honesty, respect, and consistency. By addressing these gaps, Bar Louie—and any brand—can better honor their commitments and build lasting loyalty.
Final Thoughts
Promotions that involve sensitive audiences, such as veterans, demand extra care and attention. A thoughtful campaign can elevate a brand, but a poorly executed one can quickly erode trust. As public relations professionals, it’s our job to anticipate these pitfalls and create campaigns that not only resonate but deliver on their promises.
By: Michael-Chase Strollo
Hospitality
Published: November 10, 2024 8:15 PM ET
United States, Hospitality, Military
Comments