'It's totally silly': From blackout doughnuts to deli sandwiches - have solar-eclipse marketing promotions gone too far?

By Charles Passy

Perhaps you don't need to celebrate the rare cosmic event by saving a few bucks on a deli sandwich

On those very rare occasions when the moon happens to pass in front of the sun, do you find yourself wondering if you can score a deal on a deli sandwich?

I ask this question because I'm seeing all sorts of eclipse-day promotions, including one from Schlotzsky's, a deli chain that's offering its meat-packed Original sandwich for the discounted price of $2.99 today. But if you're more in the mood for something sweet, no worry: Wendy's (WEN) is giving customers a free Frosty if they make a purchase using the chain's app, so they can "savor as the sun disappears."

There are similar deals on everything from burgers to pancakes to you name it. Plus, companies not doing discounts are finding other ways to jump on the eclipse bandwagon in other ways: Krispy Kreme (DNUT) even released an eclipse-themed doughnut in association with Oreo (MDLZ)- darker-than-normal icing and a dusting of silver sprinkles ($3.09).

Listen, I like a good doughnut as much as the next person. And I have no problem with saving a buck or two on a fast-food meal. But at some point, this starts to feel a little opportunistic, no?

"Oh, it's totally silly," said Aly Walansky, a veteran New York-based food writer who has become accustomed to being deluged with press releases about such promotions. Just ask her about all the specialty cupcakes created in honor of Prince Harry and Meghan Markle's wedding.

Of course, it goes beyond occasions like eclipses and royal weddings. These days, you'll find discount offers tied to the performance of almost every sports franchise, as in if this baseball team scores more than five runs in a game, fans can score a free order of fries.

An eclipse isn't about doughnuts and deli sandwiches. It's about taking a few moments to understand the cosmos in its breathtaking totality.

And let's not get into the made-up holidays that have become part of today's marketing playbook. There's a national doughnut day with all the requisite deals. Ditto national cheeseburger day.

So, why do brands do this? To some degree, they're just responding to customers who have become accustomed to these offers, says Craig Agranoff, a veteran Florida-based marketing professional. In other words, the more the deals proliferate, the more they, well, proliferate.

"There's a growing expectation among consumers - and companies are going to respond," Agranoff said.

It apparently makes for good business. Krispy Kreme has become something of a legend for its various promotions tied to all sorts of occasions. Today's eclipse doughnut isn't even the first time the chain has created a product tied to such an event: It did the same for a 2017 eclipse, notes David Skena, the company's global chief brand officer.

Skena said the chain sells lots of these doughnuts, to say nothing of other products once customers are in the store. The promotional items "tend to drive some incremental sales," he said.

Perhaps there's more than just customer expectation that's driving demand, however. Agranoff suggests the sales surge speaks to what's often described as the "experience economy" - that is, we spend on anything tied to experiences these days (as opposed to spending on products in and of themselves).

In the case of the eclipse that has meant forking over millions of dollars on travel - actually, make that $1.5 billion - to experience the best possible viewing. If anything, the doughnut is a affordable alternative or add-on.

But at some point, how much of this is too much? I'm not saying you shouldn't appreciate the eclipse for the unique event it is - and I'll be out there with the requisite safety glasses today to marvel at the spectacle. At the same time, I'm certainly not going to spend my hard-earned money to secure the ideal viewing spot: Those are dollars that can be set aside for something far more important - say, my retirement.

As far as the doughnuts, deli sandwiches and the like, those aren't going to break the bank. But I can't help but wonder if they obscure (pardon the pun) the true meaning of the event. An eclipse isn't about those things. It's about taking a few moments to understand the cosmos in its breathtaking totality.

Or maybe some cloud cover will make the whole thing irrelevant. In that case, enjoy the sandwich.

-Charles Passy

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04-08-24 1402ET

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