Smart Business Magazine, Aug 2012

16 Smart Business Florida August 2012 I said to them So youre asking me to go to our franchisees and say Not only do you have to give me the 2 percent back that we let you keep temporarily but youre required to and you need to give us 2 percent more that youre not required to Robin says It was radical But while knocking on doors worked occasionally the customer data made it clear that Firehouse Subs had to reach more consumers with its message if it was going to stay profitable The simplicity of it was just find more people Chris says Tell them who we are and why were better With the economy down there were a certain number of people who couldnt afford to eat with us and we werent going to get them back until the economic situation was corrected But there were thousands upon thousands of people that we could reach which is what we did Try a new tactic With the help of Zimmerman Robin and Chris began making the changes to the companys marketing and advertising First the company increased its emphasis on the items that make it different from competitors its big portions of quality meats At the heart of the strategy was the radio The agency suggested that as founders Robin and Chris should represent the brand in radio commercials Instead of discounting the price theyd focus on Firehouse Subs bigger portions and fresh sliced steamed meat and cheese The commercials would also include a new slogan Our way beats their way If you dont agree its free By mentioning the price in the commercials customers would know exactly what to expect coming into the restaurants a medium hook and ladder for 539 not a 5 footlong Were giving a guarantee Robin says So if you take one bite and you dont like it well give you your money back While everybody is talking about smaller sandwiches 2 torpedoes 5 footlongs were going to be the only one talking about premium At first Chris and Robin were hesitant about going on the radio even as they helped write and develop the spots They began a 10 week test run doing radio spots in Jacksonville Fla Knoxville Tenn and Augusta Ga We were concerned about not doing it well and we dont want the system thinking that we think its all about us Robin says What if we fail at it So Zimmerman was Cover Story Firehouse Subs The simplicity of it was just find more people Chris Sorensen co founder Firehouse Subs