Scores of popular restaurant chains are increasingly offering up not only free food, but a variety of free menu items, such as desserts and drinks, to get customers in the door with hopes of making them into repeat customers.

Just in the past several weeks, McDonald's provided free samples of its iced coffee and free breakfast burritos. Starbucks, whose stock price has faltered in recent months, gave out free cups of its new Pike Place Roast brand of coffee and Jamba Juice served up free breakfast. Last Tuesday, Ben & Jerry's handed out free ice cream cones, in what has become an annual event that benefits charities.

Even in tough economic times, retailers say they will keep the freebies coming. In fact, such free-product promotions may actually proliferate as the downturn progresses and consumers, reeling from high food prices, are less likely to eat out, let alone try a new restaurant or venture in for new menu items.

"Providing free food is a great way to reach out to people who haven't tried us before," said Jennifer Granillo, marketing consultant for Chipotle, a fresh-Mex-type fast-food chain with more than 700 locations nationwide, including four in Utah. "It's also a good reward for our regular customers."

Granillo said the company has found in the past 15 years that free food is an effective marketing tool.

It has offered free burritos to students, members of the military and to the general public, on a day before a new restaurant opens. Four years ago, those who voted in the presidential election got free food, as well.

Mostly, the chain's representatives say its policy is to not require customers do anything to get the free food - with the one exception being that Chipotle's has provided a free burrito to people who dress up as one on Halloween. (No word on whether it will do so again this year.)

Pizza chain Papa John's narrowed its free food offer this year to people celebrating birthdays on Leap Day - Feb. 29. They got a free, large one-topping pizza if they ordered online, used the promotion code LEAPDAY and provided proof of their birthdate.

Moms will be targeted by TCBY frozen yogurt's freebie offer on May 11. They get a free cup or cone.

The key to a successful free-food promotion, Granillo said, is for the restaurant to make sure it is well-staffed, that there is enough food to go around and that employees are friendly.

"You want to make sure everything is in place, because what is the point of doing it if you have a negative experience? We want you to come back."

But that's easier said than done. When Starbucks recently unveiled its coffee blend, a location in The Gateway in downtown Salt Lake City was inundated by some of the hundreds of workers from nearby office buildings. Harried employees struggled to maintain good humor while dishing out all the free cups of coffee. At times, customers had to wait while the store brewed more of the free blend.

Conversely, last Tuesday Ben & Jerry's in The Gateway had Free Cone Day and it, too, was inundated. Despite a line that stretched more than 100 people deep at times, smiling store employees moved quickly to get customers their free cones.

Many in line marveled at how swiftly they were served. Others praised the Ben & Jerry's employees, who, after hours and hours of scooping up ice cream, never seemed to lose their humor.

Alison Vermillion of Kaysville, who was at The Gateway to take her family to the children's museum, decided first to head over for a free cone because freebies are a draw for her family. "I'm all for free, definitely."

For McDonald's, free-food promotions have been a key part of the company's turnaround effort in recent years, a time when it has been expanding its menu with a variety of products, including "premium" coffee.

The company last month added iced coffee to its menus in Utah and offered samples. In late February, the company promoted its McSkillet Burrito with freebies to customers who purchased a medium or large beverage during breakfast hours.

"Free certainly is compelling," said Carolyn Gust, a regional marketing director for McDonald's. "We've found it to be a very effective strategy."

Although some chains employ such promotions to market new products or increase foot traffic, others have a standard free-food promotion each year, often to raise money for charities.

The restaurant chain IHOP, for example, celebrates National Pancake Day each February with a free short stack. The event doubles as a fundraiser for charities such as the Children's Miracle Network.

lesley@sltrib.com

Free food and drink

Many companies offer freebies to lure new customers and reward existing ones. It's always a good idea to call ahead and make sure the location you want to visit is participating in the promotion and what hours the promotion is in effect. A sampling of upcoming free goodies:

* TUESDAY: Menu item at Chipotle Mexican Grill (for teachers only, must bring identification), 11 a.m. to 10 p.m.

* MAY 11: Cup or cone for Mom at TCBY frozen yogurt

* JUNE 6: Doughnut of your choice at Krispy Kreme on National Doughnut Day

* JUNE 13: Hot Dog on a Stick Day. 5 p.m.-8 p.m.

* JULY 11: Slurpee Day at 7-Eleven convenience stores