Arby's returns in 2008 with its widely publicized "Matt's Monday" promotion, centered around the track success of NASCAR driver Matt Kenseth. Through the promotion, Arbys rewards consumers by giving away free medium Curly Fries the Monday following every NASCAR race that Matt Kenseth wins in '08, beginning with the Daytona 500. To redeem their free Curly Fries at a local Arby's retail location, fans must bring a printed copy of the official race results from the local newspaper or a website.

Note: In 2007, Matt Kenseth and the #17 Ford Fusion team won free Curly Fries for consumers across America three (3) times. Financials of the promotion are undisclosed.

This is such a simple promotion, yet is very well embraced by consumers and the media. Why do we not see more QSR's and retail chains implementing similar promotions? Drive consumer incentives through playing field performance. If you are spending the dollars to be aligned with a winner, capitalize on their success!