BERLIN — The town of Berlin is preparing to launch the fifth edition of its “Eat Local Win Local” campaign, an effort designed to encourage residents to support local restaurants, coffee shops and other food businesses during a traditionally slow time of year.
Chris Edge, director of economic development for the Town of Berlin, told the Herald the initiative began as a way to help restaurants during the colder months, when fewer people tend to dine out.
“The main reason we did it was we realized that the month of March is a really challenging month for restaurants,” Edge said.
The program will run from March 15 through April 15 and will invite residents to dine at participating locations for a chance to win prizes.
The campaign started during the COVID-19 period, when many businesses were struggling. Town officials later expanded the effort into an annual program that now includes dozens of local businesses.
Under the program, customers who spend money at participating restaurants or food businesses can enter a prize drawing. Edge said the goal is simple: encourage residents to explore local dining options while supporting the local economy.
“For the 30 days, the idea is if you spend $50 at, I think last year we had 40 different places, you can win gift cards,” Edge said.
Participants can submit their receipts online through a QR code or drop them off at the Berlin-Peck Memorial Library. All the details and rules are available on the town’s “It’s All in Berlin” website.
This year, town officials hope to expand the number of participating locations.
“My hope is this year that we may get potentially 45 or 50 restaurants,” Edge said.
Businesses taking part range from local restaurants to coffee shops and ice cream spots. The program also includes a mix of local establishments and national brands with local franchise owners.
Edge said the town has seen strong growth in food businesses in recent years, with a wider variety of dining options now available in Berlin.
“Now we have Thai, we have vegan, we have sushi; we have just a lot more and fully diverse places,” Edge said.
The campaign also includes promotional efforts to highlight Berlin’s dining scene. For the second year, the town will host a food blogger bus tour as a kickoff event. About 10 food bloggers are expected to visit several restaurants in town and share their experiences online.
Edge said the program has already shown measurable results in past years.
“Last year we could document $15,000 in restaurant spending in Berlin over the 30 days,” Edge said.
Prizes for this year’s campaign are expected to total about $1,500. The grand prize will include a ruby-and-diamond pendant necklace, along with other prizes such as gift baskets, makeovers and restaurant gift cards.
Local sponsors supporting the program include Dynasty Jewelry, Tasca Ford, New Britain Transportation and DeMartino Outdoor.
Town officials say the campaign is meant to remind residents that supporting local businesses can be simple.
“I think it’s important because you can eat in Berlin, support local businesses and have a chance of winning some great prizes doing what you’re doing anyway,” Edge said.