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BLIMPIE: BRAND STRATEGY
SITUATION
In the minds of consumers, BLIMPIE sub shops weren't cutting the mustard. The 40-year-old, "neighborhood sub shop" had 1,400 locations nationwide and good brand awareness, but nothing new to offer customers in a category that was moving upscale. In 2003, Quiznos passed BLIMPIE to become number two in the category, while brands like Panera Bread offered a more contemporary setting and varied menu.
FOUNDATION
Research showed that consumers have an affinity for the brand – it just needed to offer them something new. The BLIMPIE brand wasn't broken, but it did need an update to get sandwich-seekers back in the store.
BLUEPRINT
RAZOR developed a range of brand positioning platforms for BLIMPIE. Consumer research helped refine and validate our final results. We recommended that BLIMPIE evolve from a "neighborhood sub shop" to a "contemporary deli" – in every aspect of the consumer experience. This more relevant position would allow BLIMPIE to deliver fast, casual-caliber products in a QSR environment while retaining QSR value pricing. The end result for consumers? Better food in a better environment at better prices. RAZOR's recommendations were integrated into store design, menu items, service models and merchandising, creating a new brand experience for BLIMPIE customers.
RESULTS
The "new" BLIMPIE began to manifest itself in late 2004. As the rollout continued, sales continued to improve to the tune of a 25% increase in first-time customers and a 70% increase in brand recall. Additionally, BLIMPIE has begun to develop the new "contemporary deli" look inside hundreds of Wal-Mart stores with very positive results: 15% of consumers living near a Wal-Mart have tried the new BLIMPIE!
Blimpie
CUSTOM BUILT MARKETING SOLUTIONS
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