The Strategic Value of Brand Loyalty and Seasonal Promotions in the Restaurant Industry

In the post-pandemic restaurant landscape, brands that thrive are those that master the art of customer retention and seasonal engagement. Great American Cookies' National Cookie Day campaign in 2025 exemplifies how strategic promotions can drive both immediate sales and long-term loyalty, offering a blueprint for FAT Brands to enhance franchisee performance and investor returns. By dissecting the mechanics of this campaign and its broader implications, we uncover actionable insights for stakeholders navigating a competitive market.

The Power of Seasonal Promotions: A Case Study in Cookie Marketing

Great American Cookies' 2025 National Cookie Day campaign centered on a "Buy One, Get One Free" Cookie Cake Slice promotion, paired with an app-download incentive offering free cookies. These tactics leveraged the brand's 48-year legacy as the creator of the Original Cookie Cake, transforming a seasonal event into a dual-channel engagement driver. While direct sales figures for the campaign remain undisclosed, the broader U.S. cookie market's projected 2.87% CAGR through 2030 underscores the enduring appeal of indulgent, convenience-driven snacks.

The campaign's success lies in its alignment with consumer behavior trends. For instance, the app-download strategy mirrors Mondelez's Oreo "Twist Challenge", which generated 1 billion TikTok views by gamifying product interaction. By incentivizing digital adoption, Great American Cookies not only drove in-store traffic but also expanded its customer database-a critical asset for future loyalty programs. This approach reflects a broader industry shift toward hybrid promotions that blend physical and digital touchpoints.

FAT Brands' Post-Pandemic Challenges and Opportunities

FAT Brands, which owns Great American Cookies, has faced headwinds in 2025, with third-quarter revenue declining 2.3% year-over-year to $140 million. System-wide same-store sales fell 3.5%, reflecting broader challenges in the casual dining segment. However, the company's strategic initiatives-such as co-branding partnerships (e.g., Great American Cookies at Chuck E. Cheese locations) and a 25% digital sales contribution from Great American Cookies-highlight its pivot toward innovation.

The National Cookie Day campaign, while not quantified in isolation, aligns with FAT Brands' broader digital transformation. For example, the 1,200% year-over-year holiday sales growth achieved through an eCommerce partnership with 3 Owl and WP Engine demonstrates the scalability of digital-first strategies. Such initiatives are critical for franchisees, as they reduce reliance on foot traffic and open new revenue streams through delivery and online ordering.

Investor Implications: Balancing Short-Term Gains and Long-Term Resilience

For investors, the interplay between seasonal promotions and financial performance is nuanced. FAT Brands' third-quarter 2025 net loss of $58.2 million underscores the risks of over-reliance on promotional spending without corresponding margin improvements. However, the company's dividend pause and debt restructuring efforts signal a commitment to preserving cash flow-a necessary step to fund high-impact campaigns like National Cookie Day.

The key for FAT Brands lies in replicating the success of co-branding experiments. The dual-branded Round Table Pizza and Fatburger location, which doubled weekly sales, illustrates how cross-promotional synergies can amplify reach. By extending this model to other brands under its umbrella, FAT Brands could mitigate the risks of isolated promotions and create a network effect that drives systemic growth.

Conclusion: A Repeatable Model for the Future

Great American Cookies' National Cookie Day campaign encapsulates the potential of seasonal promotions to drive engagement, digital adoption, and brand relevance. For FAT Brands, the challenge is to scale these tactics across its portfolio while addressing operational inefficiencies. Investors should monitor the company's ability to balance promotional spending with profitability, particularly as the cookie market grows and digital channels mature. In a post-pandemic world where consumer loyalty is hard-won, the brands that thrive will be those that treat every holiday as an opportunity-not just to sell, but to connect as research shows.