Red Robin announced a new offering that promised customers significant value, leading to a quick sell-out and technical issues on the company's website. The burger chain launched the Bottomless Burger Pass, available for a limited time.
For a cost of $20, purchasers would receive a physical card allowing them one bottomless burger and side of fries daily throughout the month of May. May is recognized by the company as National Burger Month.
The pass offered a potential value significantly higher than its purchase price, estimated by the company to be up to $682 if used every day. Passes went on sale April 17 at 11 a.m. ET. Red Robin detailed the pass offering in anticipation of National Burger Month.
Quantities were limited, and customers were restricted to purchasing one pass each. The passes were available for purchase directly through the RedRobin.com/National-Burger-Month website.
Reports from customers attempting to purchase the pass indicated the website experienced issues shortly after sales began. The surge in demand apparently overwhelmed the platform. Yahoo reported on the rapid sell-out and website problems encountered by consumers.
A company representative acknowledged the website difficulties, stating they worked with partners to prepare for traffic but faced overwhelming excitement for the pass. The issue caused the website to crash temporarily.
Following the resolution of the website issues, the company confirmed that the limited supply of Bottomless Burger Passes had sold out rapidly.
For those unable to secure a pass, Red Robin offered an alternative promotion through its loyalty program. Members of Red Robin Royalty are automatically entered into a drawing to win free burgers for a year when they purchase a burger and beverage while logged into their account during May. Information about the Royalty program is available on the company website. New members joining in May also receive an entry. Twelve winners will be selected randomly.
In separate news, Red Robin also unveiled a new limited-time summer menu. This menu includes items such as a Backyard BBQ Pork Burger, Backyard BBQ Pork Nachos, and new beverage and milkshake options. The summer menu is set to become available in late April in the U.S.
