Everyone remembers the $5 Dollar Footlong. In fact, if you look around the industry today you will see that the $5 price point continues to be the mainstay of the fast food industry. McDonald’s introduced signature sandwiches to drive up check averages then customers franchises pushed back. Jack-In-The-Box to revive lagging sales and customers just introduced meals with $5 price points and both customer counts and sale grew.
So, just what happened to Subway’s food marketing leaderships? The simple answer is franchisees we not making enough money and forced a change in direction according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Now Subway is late but jumping in the plant-based protein fad-trend. It’s not a bad idea. It is not leadership; it is simply bandwagon marketing.
So, Subway unveiled a new culinary innovation partnership with Beyond Meat to test exclusive plant-based protein options. Subway restaurants will test the Beyond Meatball Marinara sub in 685 participating restaurants in Canada and the U.S it is a limited unit test Limited Time Offer. Simply put, is not a true marketing differentiator.
We have to ask if Subway’s leadership team is capable or has the will to lead. Once the leader with the ‘halo’ of ‘better for you’ fresh fast food. This effort falls short. Don’t get us wrong the team at Foodservice Solutions® believes the plant-based foods will not be just a fad that is part of a growing consumer migration to all food and beverages that are ‘better-for-you’ and better-for-the-world’.
Subway’s franchisees and corporate team need some separation when it comes to marketing ideations according to the team at Foodservice Solutions®. There does need to be a mutual goal of driving top line sales and bottom-line store profits.
Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information.