Newsday on the termination of Ben’s Deli’s matzo ball contest
Newsday has an article on low cost marketing. Eating contests are listed as one inexpensive method of promotion, but it was not cost effective enough for one former contest holder to continue its event:
Look at Nathan’s Famous Hot Dog Eating Contest and Ben’s Matzo Ball Eating Contest. Nathan’s July 4th contest continues to be a big media draw, and Ben’s generated a lot of buzz until its last eat-athon in 2004.
Ben’s bowed out after a decade when the contest became “more expensive and less effective,” explains Scott Singer, president of Ben’s Kosher Delicatessen Restaurants & Caterers in Hicksville.
“We got a tremendous amount of media attention for a number of years,” says Singer, who estimates that the cost of the month-long promotion ranged from $30,000 to $80,000 each year. In the end, the contest became more of a venue for the professional food eater circuit than a contest for its local patrons, he says.
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Gentleman Joe said
April 2, 2007 @ 6:55 pm
I was not at Ben’s for the reported “outburst”, but strongly believe the reports to be exagerated. While there may have been snow on the ground, I made it in easily from CT. It was COLD though.
I am sure the owner thought he doesn’t need the aggravation, but it would be due to the Shea’s strong armed & underhanded tactics. Also, the only way it cost between $30,000. & $80,000. was if they were giving $20,000. + to the Shea’s.
For the Shea’s its a win, win, win. 1)They join a successful event, essentially co-opting it. (like Wing Bowl) 2)They keep out successful eaters who aren’t with them. 3) If it doesn’t work out they take it over w/another sponsor, who’s willing to spend much more. (Ruth & Gussie’s?) I may be missing a few extra win’s.
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