Problem:
This long-standing Canadian brand was losing share, closing stores and being trumped by modern competitors in better locations. Their core customer was aging and the brand had no relevance or connection with the “next generation”, nor did their poor performance appeal to potential new franchisees.
This long-standing Canadian brand was losing share, closing stores and being trumped by modern competitors in better locations. Their core customer was aging and the brand had no relevance or connection with the “next generation”, nor did their poor performance appeal to potential new franchisees.
Insight:
At Mr.Sub, we noticed that most locations greeted you with a genuine “Hello!”, instead of “What bread would you like?”. We realized that consumers didn’t want the machine-like experience of existing QSR environments.
At Mr.Sub, we noticed that most locations greeted you with a genuine “Hello!”, instead of “What bread would you like?”. We realized that consumers didn’t want the machine-like experience of existing QSR environments.
Idea:
So we decided to amplify the authentic and approachable qualities that make Mr. Sub unique in the category.
So we decided to amplify the authentic and approachable qualities that make Mr. Sub unique in the category.
Approach:
Through a discovery process, we revealed a loyal customer base, and the need to retain them while attracting a new generation. We discovered core consumer insights and identified and amplified existing attributes of the brand that consumers were already attracted to. All of which were professed through a new consumer experience, where we helped to ensure franchise-wide adoption. From the interiors, to menu innovation, social strategy and more, we helped Mr.Sub reinvent itself without changing who they are at the core. We were even able to influence new menu item development a branded their sub-sauce!
Through a discovery process, we revealed a loyal customer base, and the need to retain them while attracting a new generation. We discovered core consumer insights and identified and amplified existing attributes of the brand that consumers were already attracted to. All of which were professed through a new consumer experience, where we helped to ensure franchise-wide adoption. From the interiors, to menu innovation, social strategy and more, we helped Mr.Sub reinvent itself without changing who they are at the core. We were even able to influence new menu item development a branded their sub-sauce!
Results:
In a declining market, MR. SUB saw:
• An 11% increase in same-store sales for renovated locations
• A 2% lift in non-renovated same-store sales
• The addition of 27 new franchisees
Role: Associate Creative Director
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