Remember the $5 Footlong? We know you do. More importantly so do consumers. According to Steven Johnson, Grocerant Guru® at Tacoma, WA based
Foodservice Solutions® “Subway
leveraged both the ‘halo’ of better-for-you and price to drive customers into their
stores. It worked, worked well and set a new mindset for the consumer that
shows no sign of diminishing.”
It’s now 2020 and Kentucky Fried Chicken is offering its
fan-favorite Famous Bowls for just $3. Edifying and bettering the price mindset
that Subway established and then left behind. Sure, Subway still has the ‘halo’
of fresh and better for you but abandoning the price point that they
established has been a catastrophe
for the brand, and its franchisees.
With Taco
Bell’s new offer of a Double Stacked Taco for $1, McDonald’s renewing its offer
for its 2 for $5 Mix and Match Deal, and Wendy’s
new 4 for $4 Subway’s messaging has left a lingering disappointment in the
minds-eye of the consumers according to Johnson.
The restaurant/foodservice Price, Value,
Service equilibrium continues
to reset. Are you looking a customer ahead? Is your brand proactive
evolving with consumers? Chains must look long term, growing and evolving as
consumer never go backward. Consumers
are dynamic not static.
Invite Foodservice
Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or
for product positioning or placement assistance, or call our Grocerant
Guru®. Since 1991 www.FoodserviceSolutions.us of Tacoma, WA has been the
global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869
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