Almost any restaurant is willing to stick a candle into one of their desserts and present it accompanied by a birthday serenade from the Waitron Chorale, but back in the days when dinosaurs roamed the earth, one of the favorite marketing gimmicks was the Birthday Special - a complimentary item off the menu, a special dish, or perhaps even a special dinner, available upon proof of the day being the diner's birthday. On the whole, it was a good marketing ploy. The celebrant usually brought others along, any given person could only cash in once a year (but would see the signs or ads offering the deal year-round, and think good thoughts about the place), and it gave the air of generosity and celebration at a fairly minimal cost to the establishment.
Does anyplace still do this sort of thing? And yes, an impending natal anniversary (not saying whose) prompts the question.