I don’t disagree with you that “you put your life on the line for us, have a bloomin’ onion” isn’t a bit demeaning. And they probably should up the ante, like McCormick & Schmidt’s, and offer a free entree.

However, I don’t think it’s as demeaning as you might be interpreting it. Let’s look at one of your own examples, Krispy Kreme. Does it sound any better to say this: “You risk your life everyday for this great country. Have a Boston Creme on us.” Uh, I don’t think so.

Or look at the offer from Home Depot. They are offering a 10% discount. As you correctly noted, most military families are on tight incomes. So if they can only purchase smaller items, then the 10% savings isn’t all that much. Vice versa, in order for the 10% savings in their pocket to be of good value, they have to spend a decent chunk of their cash. Frankly, I would prefer the free offerings to any offer that is tied to forcing our military men/women to have to purchase something.

Finally, outside of McCormick & Schmidt’s, most of the chains you cited are valuu-based restaurants. Outback really isn’t. Again as you noted, it could cost upwards of $100 for a meal there. I’m all for providing value and meaning, but you can’t break the bank either.

I’m taking a complete guess here, but I’m betting that the lost profit margin for Golden Corral’s buffet offer wouldn’t be nearly as bad as Outback’s lost margin if Outback was to give away a free meal or entree, simply because of the difference in food costs.

Just some devil’s advocate thoughts for you.