November 9, 2016
Asher Helps SUBWAY® Celebrate “Life’s Important Days”
The Quick Service Restaurant (QSR) category–especially legacy brands–had been experiencing soft sales for several years. Asher client SUBWAY® restaurants, for example, had suffered from four years of declining sales and traffic. Competitors were luring away customers and stealing market share. They were encroaching from every angle, including convenience stores and grocery stores. SUBWAY® was at a critical juncture.
The executive team at SUBWAY® identified a plan to launch an Every Day Value platform to lure back lapsed customers and increase frequency of existing customers. It was a $3.50 Sub of the Day (SOTD).