Swae Lee teams with chain for Friday the 13th tattoo BOGO — a fan moment turns into a limited-edition launch
On a blustery afternoon, a line forms outside a restaurant as people swap Sharpies and laugh about last-minute drawings. The offer bringing them together is simple and timebound: between 3 and 4 p. m. local time on March 13, customers who display any kind of tattoo can take part in a buy-one-get-one-free meal offer. The promotion is linked to a limited tattoo pack created in collaboration with swae lee and is being rolled out at locations across the United States and Canada.
What is the promotion and who qualifies?
The restaurant chain will offer a one-hour, flash buy-one-get-one deal on March 13 from 3 to 4 p. m. local time. The fine print states: “A tattoo can mean a real tattoo, a temporary tattoo, a drawn-on tattoo, or another creative iteration invoking tattoos, as determined at the sole discretion of restaurant staff. ” The incentive allows qualifying customers to claim up to five menu items under the BOGO arrangement during that hour at participating locations across the United States and Canada.
What role does Swae Lee play in the promotion?
The chain collaborated with Swae Lee to co-create an exclusive temporary-tattoo flash sheet tied to the March 13 promotion. That limited-edition flash sheet will be available only at a single restaurant location in Miami at 3201 N. Miami Ave. The musician described the campaign as rooted in self-expression, saying, “‘Tatted like a Chipotle bag’ is really about self-expression. It was cool to bring it into the real world and create designs that actually feel like me. ” The partnership also produced a tattoo pack that will be sold only at that one Miami outlet, giving fans a tangible keepsake from the moment.
Why brands lean into tattoo culture — social, economic and human angles
This promotion grew from an internet meme tied to a Super Bowl halftime moment years earlier, when fans compared a public figure’s tattoos to artwork on a takeout bag. The meme evolved into marketing moments for the brand, and company leaders emphasize that bringing the idea into physical spaces helps forge a cultural connection with customers. The restaurant chain previously ran a similar promotion in June, which produced the chain’s highest-ever sales during the 3 to 4 p. m. non-peak hour, evidence that a small, well-timed offer can shift customer behavior and boost off-peak traffic.
The promotion also taps into a tattooing tradition tied to Friday the 13th flash events. The tradition began when Oliver Peck, co-owner of Elm Street Tattoo in Texas, decided to tattoo the number 13 on as many people as possible within a 24-hour period; that effort resulted in hundreds of people receiving tattoos in a single day and set a Guinness World Record. That history frames the current promotion as part of a broader cultural ritual where low-cost, celebratory tattoos and temporary designs mark a date on the calendar.
For customers, the offer is both practical and social: a discounted meal during a narrow window, plus a moment to participate in a viral cultural reference. For the restaurant, the stunt drives foot traffic, accelerates brand engagement and creates the kind of social-media-friendly imagery that extends the campaign beyond the hour.
The chain has clarified that no permanent tattoo is required; temporary or drawn-on iterations qualify. That flexibility lowers barriers for customers who want to join in without a long-term commitment and invites playful participation.
Behind the scenes, marketing leaders defend the move as an extension of brand fandom. Stephanie Perdue, interim chief marketing officer, framed the comeback as a way to celebrate the tattoo community and deepen ties with fans, saying, “What started as an internet meme became a real-world expression of fandom for our brand. Bringing this promotion back for Friday the 13th further establishes our connection with the tattoo community, and partnering with Swae Lee allows us to spotlight his authentic passion for the brand and give our fans something extra to commemorate the moment together. “
Musically, the collaboration arrives as swae lee releases new material tied to his debut solo album cycle; one referenced single and album dates were noted in promotional materials connected to the partnership. The musician framed the designs as an extension of his artistic identity and a way for fans to carry a piece of that expression home.
As the hour approaches on March 13, the scripted spontaneity of the promotion will be tested: will lines form, will the Miami tattoo pack become a sought-after collectible, and will the hour produce another off-peak sales record? The answers will emerge in the moment. For now, people with Sharpies and creative impulses will have at least one clear invitation to join in.
