Friday, February 5, 2021

For Some it Makes ‘Goodcents’ to Add More Meat


With a wing supply shortage again this year for super-bowl weekend it makes a lot of sense to offer plant-based wings, as a point of differentiation. On the other hand, if you know your customers core desires you just might want to do what Goodcents Subs did.  They added 30% more meat to their subs according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, that is a great point of visceral and texture differentiation that will complement core consumers price, value, perception.

NRN recently reported that Goodcents franchisees are excited about a menu change that added 30 percent more meat to its popular sub sandwiches – and potentially draw a lot of new customers. Goodcents, known for its freshly baked bread and hand-sliced deli meats and cheeses, is increasing the amount of meat on subs of all sizes and party trays. The consumer is dynamic not static and restaurants need to evolve with relevance.

That change comes in response to guests who have expressed interest in getting more protein into their diets. Goodcents has been testing the new menu at two corporate locations since September to rave reviews.

Jami Bond, vice president of franchise development stated, “Our guests have overwhelmingly loved the sandwiches with 30 percent more meat,” … “And our franchisees love it, too, because they know customers will be excited to taste the new sandwiches.”

One franchise owner, Holly Trice, who took over an existing Goodcents location in Apple Valley, Minnesota, in November, rolled out the 30 percent more meat menu then. “Our customers have just been wowed by the change – especially people who were unaware of the new menu,” she says. “We’ve had guests who ordered online and were so surprised when they got home. The next time they come in, they say, ‘I just got a sandwich here last week, and boy, did it have a lot of meat on it.’ They all love it.”

Bond continued saying “the corporate team is proud of the support provided to franchisees in advance of this menu change. For any new menu rollout, Goodcents provides franchisees with suggested prices based on cost analysis and competitor comparison. The company also gives each franchisee a location-specific projected change in profit based on the location’s current mix of product sales. Franchisees control their prices, because they must be able to adjust for cost differences, such as minimum wage differences in various states, Bond said.

Bond went on to say “that adding 30 percent more meat is a terrific marketing opportunity, but she is more excited about the consistency it brings to the brand. “This will solidify that the sandwich you get at a Goodcents in Phoenix is the same as one you get in Kansas City,” she says. “Without consistency, we cannot grow as a brand.”

The menu change comes at an exciting time for Goodcents. This month, the brand also began launching the Goodcents Certified Clean Program, which equips every restaurant with a no-contact temperature check device and sanitization program for the safety of guests and crew members.

“Between the menu change and Certified Clean, we are really leaning in to support our franchisees,” Bond adds. “Our corporate team is in six to seven restaurants every day to lend our support. 2021 is starting out so strong, and we think the menu change will bolster sales even more."

How are you evolving your brand in 2021?  What is your point of differentiation? Does your messaging have the ‘halo’ of better for you’?

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information. 

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