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.
Subway Sub of the Day strategic pricing
$3 Sub of the Day
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
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.
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Asher is proudly certified as a Women’s Business Enterprise by the State of Indiana. We are committed to supplier diversity by corporations and government agencies and happy to be certified to add diversity to your supply chain.
Asher Agency
Advertising, Marketing, and Public Relations
Offices
Fort Wayne, IN
Indianapolis, IN
Washington, DC
Charleston, WV