Pick & Mix Breakfast Campaign
Marketing Objectives
With more than 35,000 locations in 98 countries, the SUBWAY® brand is now the world’s largest restaurant chain. The Submarine (Sub) sandwich franchise has become a leader in the international development of the quick service restaurant industry. Subway specialise in delicious Subs made right in front of you just the way you like them.
The Breakfast Pick and Mix Trial aimed to make more people aware that they can get their breakfast at their local Subway store, whatever their tastes. As part of the Breakfast Pick and Mix new products were introduced such as breakfast muffins, Quaker Oat So Simple & Quaker Porridge.
During the Subway Breakfast Trial we planned to increase traffic and revenue to 18 Subway Stores in Bristol between the hours of 7am and 11am.
Our Approach
We came up with a strategic marketing plan, including both on and offline media. Direct sales messages were run on two local radio stations at breakfast time throughout June. While we also booked the front pages of local newspapers, containing a range of messages to tempt people into store including promotions, giveaways and discounts.
Printed leaflets were handed out throughout Bristol by an enthusiastic and friendly promotional team - including our very Subman (a giant sandwich that the kids love).
Subway Bristol and West Facebook fans were given an exclusive offer during the promotion to thank them for their loyalty throughout the years.
Ad vans and ad bikes were used to target early morning breakfast customers by covering both the outlying areas of Bristol and the main pedestrian footfall locations across the city. In-store marketing was produced to maximise the promotion once the customers had reached Subway!
Results
The overall campaign was a huge success - during June and July we saw an uplift of 19% in breakfast units and a 112% increase in Tropicana orange juice sales.
Although the breakfast window is very limited (prior 11am) this campaign delivered good results and highlighted further opportunities for the business.
Who worked on this?
