Restaurants can celebrate national biscuit month this September by bringing the excitement of country music and the CMA Awards to their operations with the new Pillsbury BiscuitFest event from General Mills Foodservice. Between August 1 and October 31, participating restaurant operators and their patrons could win a grand prize VIP trip for two to the CMA Awards and other country music prizes.

To help restaurant operators create their BiscuitFest event, General Mills Foodservice created a BiscuitFest promotional toolkit, which includes a BiscuitFest recipe book featuring a variety of recipes for breakfast, lunch, and snacks, and 50 BiscuitFest table tents announcing the BiscuitFest patron sweepstakes. Patrons can go online and register for a chance to win a VIP trip for two to the CMA Awards or one of 100 autographed Danny Gokey “My Best Days” albums. Gokey is the country music artist spokesperson for BiscuitFest.

To be eligible to win the grand prize VIP trip, operators must participate in the BiscuitFest promotion and feature a daily special menu item using biscuits. Operators must e-mail or fax proof of participation by sending their daily special menu insert or a photo of their daily special menu board featuring a biscuit item to or 1-800-235-2715, between August 1 and October 31. Winners will be notified on or around November 1.

“Operators can count on the flavor and quality they already trust with Pillsbury to deliver delicious new daily specials that are sure to be an instant hit with patrons and win a trip to the CMA Awards in the process,” says Tessa Lee, associate marketing manager for General Mills Foodservice.

Daily specials have become increasingly more important in driving traffic. According to a 2009 NPD Group Crest Report, daily specials drive 15 percent of traffic. With biscuits a staple on menus across the U.S. (2.5 billion biscuits are served in restaurants each year), they make the perfect item to feature as a daily special.

“Pillsbury frozen biscuit dough is one of the most versatile and consistent items a restaurant can carry,” Lee says. “Operators can create sweet or savory menu items, or add a twist to established favorites that can be featured every day.”

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