Mini-meals, snacks, treats are the perfect way today to expand
dayparts and Subway is doing all the right
things by looking a customer ahead giving today’s customers just what they are
looking for fresh fast food and beverages that both satisfies and or treats at
a cost that complements time saved going somewhere else. Building brand relevance
requires a clear focus on consumers wants, desires, and need-sets according to
Steven Johnson Grocerant Guru®
at Tacoma, WA based Foodservice Solutions®.
Subway announced
a big customer focused relevant menu update with the debut of
Sidekicks, a collection of three new footlong snacks available only at Subway
restaurants nationwide on January 22. Subway Sidekicks give fans more of what
they love about Subway as the perfect pairing for their favorite footlong, or
as a sweet and savory snack any time of day.
To take snacking to new lengths, Subway’s culinary team
joined forces with Cinnabon and Auntie Anne’s to create a craveworthy new twist
on their classic snacks to drive new electricity into daypart sales. Subway
also spent a year perfecting the recipe for its Footlong Cookie to
complete this irresistible new addition to Subway’s menu that’s big on size,
taste and value:
·
A new Cinnabon Footlong
Churro for $2, is baked to perfection, served warm and topped with
Cinnabon’s world-famous Makara cinnamon and sugar.
·
The Auntie Anne’s Footlong
Pretzel for $3, reimagines Auntie Anne’s buttery and salty classic,
served with a side of Subway’s Honey Mustard that takes each bite to another
level.
·
The Footlong Cookie for
$5, is back nationwide and better than ever after popping up in select
restaurants on National Cookie Day in 2022 and 2023 – it’s thick, gooey and
packed with chocolate chips.
“The introduction of Sidekicks builds on six decades of
equity and expertise in all things footlong,” says Douglas Fry, President of
Subway North America. “This whole new category on our menu offers Subway fans
something they can’t get anywhere else and kicks off a year of culinary
innovation and delicious new menu items. 2024 may be the most exciting chapter
yet in our growth story.”
Choice Drives Convenience
What a Larger Share of Stomach
Subway’s multiyear transformation journey began in 2021
with an overhaul of its pantry of ingredients and continued to crescendo with
significant changes to its entire guest experience, whether dining in or
ordering online. While previous menu and experience updates have been focused
on Subway’s signature sandwiches, Sidekicks puts a deserved spotlight on the
rest of Subway’s menu.
“We’re
excited to team up with Subway to bring guests the fun and flavor of two of our
iconic brands – Cinnabon and Auntie Anne’s,” says Dave Mikita, President of
International and Retail Channels at Focus Brands. “These fan-favorite snacks
will delight in new, craveable ways.” How do you plan to garner new
customers? What is your cost of customer acquisition?
Do you want to keep your
current customers while building new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new
food products in combination with new avenues of distribution all of which are
the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must
be very efficient for the supply and includes such things as fresh
foods, developing brands, unique urban clothing, grocerant
positioning, fresh food messaging, autonomous delivery, cashier-less
retail, plates, glasses, cash-less payments, digital hand-held marketing. Don’t
limit your ideations to just a new menu item. Think local, grow with others
that are successful around you.
All retailers to survive
the next generation of retail must embrace the artificial intelligence
revolution while simultaneously embracing fresh food that is portable,
fresh, with differentiation that is familiar not different.
Looking for
success clues of your own? Foodservice Solutions® specializes in
outsourced food marketing and business development ideations. We can help you
identify, quantify and qualify additional food retail segment opportunities,
technology, or a new menu product segment. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit us on our social media sites by clicking one of the following links: Facebook, LinkedIn, or Twitter
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