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.
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