I just found Pete's Birthday Club on the East Of Chicago website. It says that kids 2-12 can get a free gift on their birthday. I'm guessing the gift is free pizza of some sort. I'm not sure because I just now signed up my kids.
If you don't have kids or if you don't live near an East Of Chicago franchise, this may be of no use to you. But since I have 7 kids, I am definitely signing them up. When I find out what we get I will post it here.