Subway Sub of the Day strategic pricing

$3 Sub of the Day

The Challenge

Subway® franchisees in the Raleigh area wanted to identify a compelling offer that would compete in a price-sensitive marketplace. They needed an aggressive, yet profitable promotion to motivate consumers.

The Solution

The Asher team, working collaboratively with the local franchisee board and corporate partners, developed a Sub of the Day (SOTD) line-up that balanced popular subs with cost-efficient flavors. This line-up was designed to encourage light and lapsed users to visit Subway® more often, to build frequency and increase traffic.

The campaign included the following services and deliverables:

  • In-restaurant POP materials
  • Digital and social media advertising
  • Television and radio broadcast spots
  • Media planning and buying
  • Public relations outreach
Subway Sub of the Day deal in Raleigh
Subway, $6 Meal of the Day In-Store Signage

Results

In the first two months of the promotion, AUV increased +4.5% and traffic grew +6.7%. Based on the compelling SOTD results, Subway® Restaurants embraced the concept and wanted to implement it on a national level (changing it to $3.50 SOTD to accommodate higher COLA markets). Asher then pitched and was awarded the opportunity to develop and produce all broadcast creative for the National $3.50 SOTD campaign.

By building a customized campaign based on strategic pricing, we secured a win beyond driving profitable foot traffic for Raleigh: we helped develop a brand differentiator that was implemented for years to come.

Asher Fort Wayne
535 West Wayne St
Fort Wayne, IN 46802
260.424.3373
Asher Fort Wayne
535 West Wayne St
Fort Wayne, IN 46802
260.424.3373
Asher Indianapolis
450 E 96th St, Suite 500
Indianapolis, IN 46240
260.424.3373
Asher Washington, DC
1750 K Street NW, Suite 1200
Washington, DC 20006
301.651.2508
Asher Charleston
117 Summers St
Charleston, WV 25301
304.342.1200
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Fort Wayne, IN
Indianapolis, IN
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