Subway’s message of
better for you sandwiches and better for you concept has resonated with
consumers. The consumer interactive
participatory assemble of the sandwich combined with the aromatic and visceral
fresh baked bread has created a halo of better for you around the brand.
Unit sales were propelled higher with the
price point promotion of the $ 5 dollar foot long. Not only did the $ 5 dollar foot long edify
the franchisee it edified the consumer with the brand creating additional
contemporized consumer relevance.
Currently Subway is
running a bogo buy a sandwich before 9AM and receive another one of the same or
lesser value for free. The signal that
Subway is sending to the rest of the retail food industry is look out we are
serious about building breakfast and don’t intend on giving any ground on
lunch. This is one bogo that is a two
meal deal. Buy breakfast and get lunch.
Subway clearly is utilizing Foodservice Solutions® 5 P’s of food marketing: Product, Packaging, Placement,
Portability and Price; leveraging all brand attributes with the 5 P’s. Subway is building
strong sales with an integrated grocerant niche food program leveraging distinctive differentiated food consumables as an entity with identity by day part which can be seen in the pictures above.
Steven A. Johnson is
Grocerant Guru at Tacoma, WA based foodservice consultancy Foodservice
Solutions® and writes a blog at: http://www.grocerants.blogspot.com. He can be found on
LinkedIn at: linkedin.com/grocerant, facebook.com/Steven
Johnson, Twitter.com/grocerant
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