Driving Daily Business
Stepping up to the challenge.
National Creative Campaign
Asher represented thousands of SUBWAY® franchisees across the country, many of whom were looking for a compelling offer to compete in the price-sensitive sandwich market. SUBWAY® had made a big impact with their ubiquitous $5 Footlong promotion, so it was especially important for local SUBWAY® franchisees to maintain the positive traction as that popular promotion came to an end.
Working in tandem with the local franchisee boards, Asher helped develop a $3 Sub of the Day (SOTD) line-up that balanced popular subs with cost-efficient choices. This economical, yet delicious, line-up encouraged consumer who only occasionally chose Subway to visit more often, increasing traffic and profitability.
The Asher Angle
To make the Sub of the Day (SOTD) promotion even more appealing to consumers, while also encouraging upsells and increase profitability, Asher developed an additional promotion that complemented the $3 sandwich with a bundled $6 Meal of the Day – which consumers seemed to fully embrace.
Moved from local to national use
In the first 2 month of the promotion:
+4.5% Sales Increase
+6.7% Traffic Increase
Based on results, Subway National picked up the SOTD concept (with a slight price increase to $3.50). Asher developed and produced the nationwide broadcast creative.