Renew, Refresh, and Revive the undercurrent of brand excitement
is but one of the goals Subway is
undertaken with its partnership with T. Marzetti Co. to sell their popular sauces
in grocery stores according to Steven
Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Here a few potential benefits to Subway:
1.
Increased brand awareness: By placing Subway-branded
sauces in front of consumers at grocery stores, Subway increases its brand
visibility beyond their restaurants. This can especially be effective if the
sauces are displayed prominently or included in promotional campaigns.
2.
Enhanced customer experience: Fans of Subway’s flavors can now enjoy them outside the restaurant,
potentially leading to increased satisfaction and loyalty. This can also
encourage customers to visit Subway restaurants for the full sandwich
experience.
3.
Potential for new revenue
streams: The partnership with T. Marzetti
allows Subway to tap into the revenue generated from grocery store sales of
their sauces.
4.
Innovation and recipe
inspiration: The collaboration may lead to new
recipe ideas that incorporate the sauces, both for customers at home and
potentially for future menu items at Subway.
Overall, this partnership can help Subway revitalize its brand image by
showcasing their signature flavors in a new way and potentially attracting new
customers. Doing good, drives valued consumer focused brand messaging according
to Johnson.
That
said, Subway is teaming with the T. Marzetti Co.,
a specialty food manufacturer, to offer four sauces at groceries and other food
retailers. The four flavors offered would benefit the Fresh Start Scholarship
Fund and be:
·
Sweet
Onion Teriyaki
·
Roasted
Garlic Aioli
·
Baja
Chipotle
·
Creamy
Italian MVP (not offered in restaurants)
Paul
Fabre, Subway’s senior vice president for culinary and Innovation, stated, “Three
of the new retail sauces – Sweet Onion Teriyaki, Roasted Garlic Aioli and Baja
Chipotle – are inspired by guests’ in-restaurant favorites, and we’ve added an
exclusive flavor to this collection with a Creamy Italian MVP, a new twist on
Subway’s MVP Parmesan Vinaigrette®.”
Fabre
continued, “This partnership takes our sauces to another level and enables our
fans to take their culinary creations from ordinary to extraordinary while also
contributing to an important cause.”
Recently
more and more fast-food outlets have been expanding their sauces to other items
as well. Chicago-based McDonald’s Corp. last year made a limited-time
offer of dip-packaged Big Mac sauce for other menu items. And KFC, in 2020 offered its KFC
sauce and added other flavors since.
Expanding
the halo of ‘better for you’, Subway’s consumer program helps support the Fresh
Start Scholarship Fund, which offers tuition assistance to Subway restaurant
employees. Scholarship recipients receive $2,500 toward their secondary
education. Since its inception, more than 1,700 scholarships have been awarded.
Carl
Stealey, president of T. Marzetti’s retail business, said, “We’re honored that
Subway trusted T. Marzetti to help build on that legacy and bring their sauces
to kitchens across the country through this exclusive licensing agreement.”
Subway’s
four 16-ounce bottled sauces are rolling out now to select U.S. grocers and
retail stores including Walmart, Kroger and Albertson’s. More groceries are
expected to be added.
Are you looking for new
customers? Do you want to keep your current customers while building new
electricity? According to Johnson, “Brand relevance is in part driven
with innovation in new food products in combination with new avenues of
distribution all of which are the platform for the new
electricity.”
Johnson stated “that in my minds-eye the new electricity must
be very efficient for the supply and includes such things as fresh
foods, developing brands, unique urban clothing, grocerant
positioning, fresh food messaging, autonomous delivery, cashier-less
retail, plates, glasses, cash-less payments, digital hand-held marketing.
All retailers to survive
the next generation of retail must embrace the artificial intelligence
revolution while simultaneously embracing fresh food that is portable,
fresh, with differentiation that is familiar not different.
Are
you looking for a new partnership to drive sales? Are you ready for some fresh
ideations? Do your food marketing tactics look more like yesterday than
tomorrow? Visit GrocerantGuru.com for more information
or contact: [email protected] Remember success
does leave clues and we just may have the clue you need to propel your
continued success.
