Something special on the air

"Today’s Special."

That’s the message the National Restaurant Association is trying to get out.

Given the industry’s shrinking top lines and growing competition from forces like Suze Orman and Walmart encouraging people to save money by eating at home, the restaurant industry is facing “a matter of urgency,” said Michael Kaufman, the NRA’s immediate past chairman during the closing day of MUFSO.

Research shows going out to eat is part of our DNA, he noted, but while eating out was a top priority for 24 percent of survey respondents last year, that figure has fallen to 8 percent in 2009. Still, he adds, 36 percent of adults say they would like to eat out more. What they need is a nudge, he said.

To deliver that nudge, the NRA is rallying the restaurant troops to support a public relations campaign highlighting the fact that despite the doom and gloom today is actually special.

An ad set to the tune of the Rolling Stones’ song “You Can’t Always Get What You Want,” bids adieu to the expensive cars, houses and shopping sprees consumers once enjoyed and welcomes the return to a focus on family, friends and community. That, in fact, hope is alive and well and despite everything today is special. The tagline: “Today’s special – Enjoy it at America’s restaurants.”

The campaign will be targeted specifically at Millenials, or those ages 16 to 30, and Boomers, or those ages 35 to 64, Kaufman said. Millenials are still positive about the future, while Boomers are looking for balance and feel they deserve to go out, he said.

The campaign should tug at the heartstrings, but the NRA needs help fighting the industry’s huge new competitor: eating at home. Those who believe that Today’s Special and would like to participate should contact James Balda at jbalda@restaurant.org.

-- Robin Lee Allen