The Three Free Bagel Day promotion takes place tomorrow, April 25, from opening until 2 pm at the chain’s 302 locations around the country. Customers who like the brand on Facebook will be able to download the coupon for the free bagels to their phones or print it out.

“Our guests and their preferences are always top of mind, and we want them to be able to access our promotions and menu in whatever way they prefer,” said Holly Ryan, marketing manager, interactive, at Bruegger’s Bagels, Burlington, VT.

“Mobile coupons also give us the ability to guide guests to our Email Club and to our Facebook page. Using these tools to distribute our coupons assures us that we’re creating a long-term relationship with the guest,” she said.

“Our guests really like the fact that they don’t have to print a coupon and can access the promotion from anywhere via mobile phone.”

Cause-marketing tie-in
The promotion is also a fundraiser for Children’s Miracle Network Hospitals, with customers who redeem the coupon being encouraged to donate to their local branch of the network of children’s hospitals.

To get their free bagels, customers can visit Bruegger’s Facebook page and click on the “3 Free Bagel” tab, where they are encouraged to “Like” the brand to download the coupon to their smartphone or to print it.

The brand’s email club members will receive the coupon via email.

Anyone who downloads the coupon will be entered for a chance to win one of 30 Bagel Box Parties, which includes 18 sliced bagels and cream cheese. Customers can also enter for a chance to win on the company’s Facebook page from April 19 through April 25.

Specially-marked collection canisters will be placed in each Bruegger’s Bagels bakery so guests can donate to Children’s Miracle Network Hospitals when they come in to get their free bagels.

Bruegger’s Bagels is making customers aware of the promotion via in-bakery merchandising, direct mailers in key markets and via social media networks.

Mobile coupons a mainstay
Bruegger’s has been offering mobile coupons since May 2011 at its corporate-owned locations and began offering coupons at franchise locations as well in January 2012.

For larger, chain-wide events such as the Three Free Bagel Day, the company has a Facebook application that requires users to “Like” its page prior to accessing a coupon.

For redemption, the user shows the coupon at their smartphone screen at checkout.

“The guest clicks through to the coupon on their smartphone and can show the team member at the cash register the digital coupon for redemption,” Ms. Ryan said.

“A number on that particular coupon indicates the number the team member should enter into our POS system,” she said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York