Subway

Pick & Mix Breakfast Campaign

Marketing Objectives

With more than 35,000 locations in 98 countries, the SUBWAY® brand is now the world’s largest restaurant chain. The Submarine (Sub) sandwich franchise has become a leader in the international development of the quick service restaurant industry. Subway specialise in delicious Subs made right in front of you just the way you like it. 

The Breakfast Pick and Mix Trial was introduced to increase awareness of Subway as a breakfast destination whilst educating customers on the diverse range of breakfast products offered. As part of the Breakfast Pick and Mix new products were introduced such as breakfast muffins, Quaker Oat So Simple & Quaker Porridge.

During the Subway Breakfast Trial we aimed to increase traffic and revenue to 18 Subway Stores in Bristol between the hours of 7am and 11am.  

Our Approach

A strategic marketing plan was implemented to include both on and offline media. Two local radio stations were booked with a diverse listening reach to run 20 second direct sales messages at breakfast time throughout the month of June. 

Front page press titles were also secured to ensure maximum exposure to readers - they contained a mixture of direct sales messages, promotions, giveaways and discounts. 

Then Subman and the promotional team hit the streets of Bristol in key footfall locations handing out leaflets whilst increasing brand awareness.

Subway Bristol and West Facebook fans were given an exclusive offer during the promotion to thank them for their loyalty throughout the years.  

Ad vans and ad bikes were used to target early morning breakfast customers by covering both the outlying areas of Bristol, whilst the bike covered the main pedestrian footfall locations across the city. Whilst creating brand awareness, in-store marketing was produced to maximise the promotion once the customers had been directed in-store.

Results

The overall campaign was a huge success and although breakfast is a very small part of Subway's Business we reported growth and confirmed the potential Bristol marketing opportunities.

During the months of June and July we saw an uplift of 19% in breakfast units and a 112% increase in Tropicana OJ sales.

Although the breakfast window is a very limited (prior 11am) and a difficult day part to promote but this campaign delivered good results and highlighted further opportunities for the business.