ASK Italian, the casual dining group dedicated to fostering connections among people and communities, has unveiled its new ‘Friendsday Wednesday’ campaign across all 66 of its locations. Every Wednesday, diners can enjoy a complimentary portion of Dough Bites starter* upon entering the restaurant. This initiative is part of a broader Feeding Friendships program aimed at encouraging the formation of strong friendships over delicious meals.
The campaign launch follows a nationwide study commissioned by ASK Italian, which revealed that 41% of Gen Z and millennials struggle to meet new friends offline, with 59% expressing a desire to spend more time with their friends. On average, individuals in these age groups only connect with six people, despite having around 615 online followers.
In response to these findings, ASK Italian is dedicated to creating spaces that nurture in-person connections and bring friends together, while also encouraging the creation of new friendships.
Through a comprehensive multichannel campaign that spans digital advertising, print media, influencer partnerships, and podcast promotions, ASK aims to boost midweek traffic and enhance brand awareness among Gen Z and millennials. Campaign materials will be available in all restaurants, along with a collaborative launch event organized with national media partner LuxeGen to amplify ASK’s message.
Caitlin Hoey, Senior Brand Manager at ASK Italian, stated, “Our Friendsday Wednesday campaign is significant to us, as it reflects our commitment to fostering connections within communities. Sixty-one percent of Brits believe sharing a meal with a friend is one of the best ways to reconnect, and our restaurants provide the ideal environment for making real-life connections away from screens.”
She continued, “The research we’ve conducted illustrates the complexity of modern adult friendships, highlighting why our Friendsday Wednesday campaign is essential. We are committed to this initiative, which we envision as a fundamental and distinctive campaign for us. Our goal is to help friends prioritize their time together and reduce feelings of loneliness by encouraging mid-week meetups.”
To claim your free Dough Bites, simply ASK for the ‘Friendsday Wednesday’ offer before placing your order.
