Menu Innovation Drives Firehouse Subs Traffic & Growth
Firehouse Subs has always believed in the idea that the best way to build a successful restaurant is to exceed guest expectations while delivering upon a brand promise of hearty and flavorful food, heartfelt service, and public safety. This strategy has worked wonders for the brand which is experiencing an upswing in customer traffic and dynamic growth throughout numerous markets.
One way the brand executes this strategy and keeps satisfied customers returning again and again is through its unique and original menu innovations. Just last month, Firehouse Subs introduced a limited time offer (LTO) dubbed the “Reuben Revisited.” The new twist on the old classic Reuben sandwich is stacked high with USDA Choice Pastrami, paired with melted Swiss, and finished with a sweet and tangy coleslaw, Thousand Island dressing and mayo, served steaming hot atop Firehouse Subs’ signature toasted sub roll.
The Pastrami Reuben is simply the brand’s latest menu innovation and continues the fast-casual chain’s long tradition of offering unique and bold flavors. It’s just another way that the brand, despite the natural shifts in consumer traffic, demographics, and market trends, continues to adhere to the strategy of never taking a “wait and see approach” when it comes to innovation and long-term growth across its more than 1,100 restaurants.
“Guests know and love us for our hot specialty subs, and we’re excited to introduce a new item that inventively combines classic flavors to create a sub that’s truly unique to our brand,” says Firehouse Subs Director of Product Development Jay Miller. “The Pastrami Reuben is an innovative step forward in our mission to provide an enticing new menu experience for guests, while keeping our commitment to quality.”
But menu innovation isn’t only for hungry and loyal Firehouse Subs customers. Franchisees are excited when they can offer new products right alongside the winning classic menu items.
“Menu innovation provides a great way for us to build excitement and momentum with our franchise partners,” says Brent Greenwood, director of franchise development. “Anytime we can entice new customers through the doors it gives our franchisees an opportunity to build relationships and create new loyal customers.”
And anything that drives franchisee success at the unit level is good for business, adds Greenwood. Happy and successful franchisees add more units and their units are higher performing.