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Gift cards are one of the best ways to get someone interested in a new location, and a location that he does not know is a new location. Sears restaurant gift cards help bring in customers, either through various promotions or by people giving them to others. Once the card is in their wallets it is usually just a matter of time before they try the restaurant whose name is on the gift card, and if they like it the restaurant has a new patron.
The nice thing is that gift cards make a no-lose proposition for the restaurant. Since not everyone uses their gift cards, that alone soaks the cost for the cards and any associated hardware. Even if the cards were paid by the restaurant, the restaurant gets some advertisement out of their dispersal. Of course, the chanciest part is once the cardholder gets into the restaurant and actually tastes the food being offered. But that’s on the restaurant, not the card.