The Red Sox's franchise-record-tying 15-game winning streak did more than lift Boston's playoff odds. It filled tables at the North Andover Ninety Nine Restaurant, where families lined up to cash in on the chain's long-running "Kids Eat Free: When Red Sox Win" promotion.

How the deal works.

It's simple: the day after every Red Sox win, one free kids meal comes with each paid adult entree. General Manager Lori Berube, with the chain since 2002, said the North Andover location saw a real jump in family traffic during the streak. "Yes, we see a lot more kids after a Red Sox win, which is what we want," Berube said. "For us, it's about bringing the family out. If we can soften the blow a little bit, make it a little more affordable, we are happy."

A promotion that had been quiet for months.

Now in its 18th year, the deal is advertised on a big white sign visible right from the parking lot — but it stayed mostly dormant through a rough first half of the season, when Boston lost eight of nine games in late March, six of seven in April, and eight of 10 in June.

Then the Red Sox caught fire.

Boston won 22 of 25 games between early July and July 22, including 15 straight victories that tied the franchise record set by the 1946 American League champion team led by Ted Williams. The streak finally ended with a 5-1 loss to Baltimore in the nightcap of a doubleheader at Fenway. Across all Ninety Nine locations, the chain gave away thousands of free kids meals during the run, each normally running about $8.

Families came from well beyond North Andover to cash in.

Ben McBride, a Natick father traveling with sons Joseph, 12, and Theo, 8, for Little League tournaments across the region, said his family ate three meals for $38 total. "We have our Ninety Nine Restaurants mapped out before we leave home," McBride said. North Andover resident Stephen Laddis brought his 5-year-old son James in for his usual order — mac and cheese, applesauce, and an ice cream sandwich — while Rob Pendola of Boxford stopped by with sons Cameron, 12, and Carson, 9, admitting he only realized the promotion was live when he spotted the sign pulling into the lot.

Still in play.

The deal stays active after every Red Sox win for the rest of the season. Boston sat at 52-49 as of July 22 — a sharp turnaround from 10th place in the wild-card standings before the streak began.