Krispy Kreme's Quirky 'Pirate' Promotion Lures Hungry Buccaneers Krispy Kreme's celebration of Talk Like a Pirate Day is attracting traffic both online and in the franchise's stores.

By Kate Taylor

Opinions expressed by Entrepreneur contributors are their own.

vacuumingthelawn.blogspot.com

There are many ways businesses can drive customers into stores, but it's not every day that asking customers to talk like pirates will do the trick.

Today is International Talk Like a Pirate Day, a quirky holiday that came about in the '90s and has become a bit of a marketing peg for some businesses.

Krispy Kreme is perhaps the biggest business getting in on the pirate action. The company is offering one free doughnut today to customers who order in pirate speak – you know, using 'argh' and such. Dressing like a pirate will net you a dozen for no charge – no plundering necessary.

Krispy Kreme, founded in 1937 in Winston-Salem, N.C., only began celebrating International Talk Like a Pirate Day last year. "People love doughnuts, they just need another reason to enjoy and share it," says Lafeea Watson, Krispy Kreme's PR and media manager. "So we look for new and interesting ways to create those moments of joy."

Last year, average customer count on September 19 was up 61% over prior year at all Krispy Kreme locations.

This year, more than 8,000 people registered as "attending" on Krispy Kreme's Facebook event page "Talk Like a Pirate Day – U.S. & Canada." The event was careful to specify what defined a pirate costume: at least three qualifying items, such as an eye patch, pirate hook or peg leg.

Talk Like a Pirate Day reportedly started as an inside joke between two friends in 1995 but gained national popularity with Dave Barry's coverage of the holiday in 2002. While the holiday is still striving to be internationally recognized, it is gaining momentum on the state level. This June, Michigan passed a resolution to officially recognize Talk Like a Pirate Day, in an effort as a Great Lakes state to support "worthy maritime initiatives."

Online social networks have been key to spreading the word and making Talk Like a Pirate Day a national success for Krispy Kreme. #TalkLikeAPirateDay is trending on Twitter, with companies as diverse as Dunkin' Donuts, Oxford Dictionaries and HarperCollins Children's Books getting in on the action. Krispy Kreme's Twitter has unsurprisingly been the most active, with retweets and Instragram pictures of customers excited to celebrate.

The Krispy Kreme Facebook page is flooded with users speaking as pirates and posting pictures of themselves in nautical garb. One user summed up the general sentiment of the page, writing, "Free doughnuts and I get to dress like a pirate! This is a no brainer, mateys!"

As thousands show up at participating Krispy Kreme locations to grab free doughnuts, maybe more franchises will consider promoting underrated holidays. September 24th's National Punctuation Day and September 27th's Hug A Vegetarian Day could soon be ripe opportunities for celebration.

Wavy Line
Kate Taylor

Reporter

Kate Taylor is a reporter at Business Insider. She was previously a reporter at Entrepreneur. Get in touch with tips and feedback on Twitter at @Kate_H_Taylor. 

Editor's Pick

She's Been Coding Since Age 7 and Presented Her Life-Saving App to Tim Cook Last Year. Now 17, She's on Track to Solve Even Bigger Problems.
Lock
I Helped Grow 4 Unicorns Over 10 Years That Generated $18 Billion in Online Revenues. Here's What I've Learned.
Lock
Want to Break Bad Habits and Supercharge Your Business? Use This Technique.
Lock
Don't Have Any Clients But Need Customer Testimonials? Follow These 3 Tricks To Boost Your Rep.
Why Are Some Wines More Expensive Than Others? A Top Winemaker Gives a Full-Bodied Explanation.

Related Topics

Business News

California Woman Arrested For $60 Million Postal Service Scam

Lijuan "Angela" Chen faces two charges that each carry a maximum sentence of five years in prison.

Business News

A Wegmans Employee Allegedly Stole Over $500,000 from the Company

Alicia Torres pleaded guilty to crimes carried out over nine years while working at Wegmans in Webster, New York.

Marketing

3 Effective Strategies to Help You Generate Revenue From Your App

Learn about three effective app monetization strategies that can help you generate revenue from your app.

Marketing

The Do's and Don'ts of Using Your Human Design Type in Your Marketing

Marketing yourself congruently with your human design may create a ripple effect in your business — don't be surprised if you begin attracting more clients.

Operations & Logistics

How to Combat Robocalls and Scammers With Anti-Call Technology

We're still far from eliminating scam calls, but we're adding new tools and standards. Only by adopting new technologies can call centers rebuild trust and confidence with the people they serve.