Firehouse Subs offers free Steak & Cheese Melt to Mikes

6 articles · Updated · USA TODAY · May 6

The one-day promotion runs on May 6 at participating US locations, with no purchase required and one free medium sub per qualifying guest.
Customers must show a valid government-issued ID, and eligible names include Michael, Mikey, Miguel, Michelle, Michele and Michaela.
The chain says the giveaway promotes its new sandwich, made with USDA Choice prime rib, provolone, caramelized onions, and bell peppers.

Is Firehouse Subs' free 'Mike' sub a clever jab at its rival or a costly gimmick in a tough market?

Can giving away free food to a select few actually boost a brand's sales and win over the wider public?