On May 5, the Kansas City Royals were flying high. Winners of five straight games and nine of their last 11, the Royals had clawed their way out of a 7-16 start of the season all the way to a 17-19 record.
The Hawaiian Bros promotion went like this: if the Royals scored six or more runs at home, rewards members could claim a free classic plate lunch the next day. Straightforward and valuable, it was a good promotion. During their aforementioned hot streak, the Royals triggered the promo five times, including four games in a row. Of course, Kansas Citians jumped on the deal, as a May 4 article from the Kansas City Star illuminated:
A Hawaiian Bros representative says it has served over 42,000 meals and added over 24,000 rewards members since the beginning of the promotion. The restaurant said that employees inside its Kansas City-area locations have done a good job handling the increased traffic. They will continue to make adjustments to support them as needed to ensure the customers are getting what they came for.
“Royals fans are incredibly enthusiastic which gave us confidence that this could be a meaningful way to celebrate together and be a part of something bigger,” Hawaiian Bros said.
But a mere one day after that quote from the Star, Hawaiian Bros changed their tune. While a promo remained, Hawaiian Bros moved to make it less valuable, changing the terms of the deal. This particular nerf made, essentially, one free meal into two half-priced meals. Hawaiian Bros made the following announcement:
Well… this got a little out of hand.
When we launched Plates for Plates with the Kansas City Royals, we hoped for some fun, a little buzz, and a few free plates along the way.
Safe to say… you guys took it from there.
You packed our restaurants, lit up social media, and turned this into something way bigger than a promotion. And honestly, we’ve loved every second of it.
But man… it’s been WILD. Our restaurant teams have been absolutely crushed in the best possible way, working around the clock to keep up with the response, the lines, and the wave after wave of Royals fans showing up hungry.
So to keep Plates for Plates sustainable, exciting, and alive for the long haul, we’re making an adjustment.
Beginning immediately:
When the Royals plate six or more runs at home, HB Rewards members will unlock a FREE Classic Plate Lunch with the purchase of a Plate Lunch the next day.
The celebration continues. The tradition continues. And the spirit of Plates for Plates absolutely continues.“
Now, when the Star posted their article about the promotion on May 4, the Royals had scored six or more runs 41% of the time. They noted that “a representative with the restaurant said it should only happen about 20% of the time.”
Well, guess what? Since Hawaiian Bros announced they’d be taking back their original promotion, the Royals have scored six runs precisely zero (0) times in 13 games. They’ve now scored six or more runs in eight of 25 home games, dipping total “six run ratio” to 32%.
Hawaiian Bros makes good food and a BOGO deal for a classic plate is a solid deal by itself. However, it is clearly a lesser deal than the original, as the BOGO deal basically pushes out single H-Bros rewards members who don’t have anybody to eat the other plate. And while I know this article is a little tongue in cheek, this whole event shows that Hawaiian Bros should never have entered into the promotion game in the first place. Sometimes, you go through stretches where you’re giving out more free food than other times. It all evens out in the end, as we’re seeing here.
The only way back to glory is for Hawaiian Bros to restore the original promotion. They won’t, of course, because they lack gumption and inspiration. In any case, it’s The Curse of the Bros right now. I’ll think twice about going there this summer—unless the Royals score 6 or more runs at home, that is.