oing thru my files I found some great ideas that
could help you increase customers and therefore
sales and profitability. Try at least one and see
Have an Eating Contest
Having an on-site eating contest can stir up a lot of atten-
tion and make the event memorable. A few days before
have contestant sign ups for the big event. 4-6 competitors
it’s a good number. Make 1 _ foot subs for the contest.
Have a great prize. Too eat that much sub deserves a great
prize. What should it be? Have your prize be at least a $100
value. You can do a combination of gift cards, I-Pod,
Bluetooth, something cool! Throw in a SUBWAY® t-shirt
The winner should is whomever completes their entire sub
first. Everything! Fork and knife can be provided with as
much soda or water they need to drink in a 32 ounce cup.
Make sure to have napkins and possible a bucket for each
contestant for, well, you know what could happen if you try
to eat that much!
SUBWAY® Feather Flags-
These are great on street
corners and shopping cen-
Contact: Island Visuals
Car Topper- A car topper is
another great way to increase
visibility and it’s portable!
Contact: Island Visuals
Hold a Breakfast Fair
Conduct a breakfast fair/promotion that runs 1-2 days a
week for a month from 7:00am -11:00am where customers
can receive a free cookie and coffee with the purchase of
ANY breakfast sandwich. Promote the fair through bag
stuffers and posted signs in the restaurant. This will be a
good tool to bring customers in the restaurant early in the
Encourage employees to up sell the Extras. Train employ-
ees to offer and suggest the extras with customer’s sand-
wiches. Conduct a sales training meeting with the employ-
ees to develop their selling skills. Have role play situations
where they can showcase their way of selling extras to the
customers. This will awaken the employees mind to offer
Increase Cookie Sales
Make batches of smaller mini-cookies throughout the day
placed in a small sandwich platter at the point-of-order.
When the customers taste our warm, fresh cookies, they are
sure to buy some. Make sure to have at least 3 dozen cook-
ies on the purse rail. Cookies can be warmed-up in the
speed oven and/or microwave oven as they should be sam-
Conduct a catering fair to boost the catering sales in your
restaurant. Provide 2 weeks notice in the restaurant about
the event. Put together an attractive catering display with
brochures, flyers, and pictures. Be creative and make the
display fun, but also make the display professional and
classy. Order balloons and decorate the interior of the
restaurant. Also, provide a fish bowl drawing to pull busi-
ness cards from guests. This will allow future opportunities
to fax coupons and flyers to guests.
On the day of the event provide coupons, order forms,
menus, and samples.
Mid-Atlantic News • March 2014
YOUR SUBWAY NEWS SOURCE • MARCH 2014Mid-Atlantic
By Rob Ganus
WANT TO INCREASE SALES?
Continued on page 4
ith growing competition in this tough econ-
omy, Quick Service Restaurants are fighting
to win over their competition by offering
customers with “comfort/indulgent” food products.
Research and Development departments in all QSR’s
have been introducing new and innovative products
within their brands. Some memorable new products that
launched last year include Wendy’s Pretzel Bun and Taco
Bell’s Doritos Loco’s Tacos with Cool Ranch, Nacho
Cheese and Fiery flavors. McDonald’s even got in on the
mix by introducing its customers to McDonald’s Mighty
Wings. In recent SFAF meetings, we’ve been educated
by Subway Marketing personnel that customers are
indulging in “comfort foods” at a valuable price point.
With that being said, Subway has finally gotten into the
mix of competition with a brand new sub, the Chicken
Enchilada melt and a side snack, the Flatizza. The
Chicken Enchilada Melt was in test markets last summer
in Central Florida and downtown Seattle. Based on the
performance of this sandwich last year and consumer
research, stores should anticipate selling 6-9 foot-long
units of this featured Fritos Chicken Enchilada per day.
At that level, the expected number of cases of chicken is
0.66 to 0.98 cases per week. Restaurant volumes and
sandwich mix may vary from restaurant to restaurant, so
please adjust as appropriate throughout February and
When any new product rolls out to the public, it is crit-
ical that proper execution at the store level takes place to
ensure product quality and to protect the Subway brand.
Directions for the Chicken Enchilada sandwich builds
can be found in Window 2 & 3 Playbooks which were
distributed to stores early in January 2014. The execution
in any business always works from the top down.
In Subway operations this message should start at the
top with the franchisee, then communicated to the dis-
trict manager/DM, then to the store manager, followed
by shift managers and finally to the front line workers,
the Subway sandwich artists. Each store has been prop-
erly prepared for the new product roll-outs in the month
of January by their field consultants through product
demonstration and email communication. Stores were
also informed through DA Updates to have their staff
trained through the University of Subway courses for
“How to Make a Flatizza”. During this month’s store
evaluations, field consultants will be checking that all
Sandwich Artist PRO’s have completed their courses for
“How to Make a Flatizza,” which will result in out of
compliance if the courses are not taken. Subway pro-
vides all the tools to be successful with new windows
during the initial distribution of the window kits in the
store. All of this information can also be found on
Subway Partners website.
Just like the Chicken Enchilada, the Flatizza was tested
in over 1,400 restaurants and received positive feedback
from consumers and franchisees. The month of February
will be a push trial of our NEW Flatizza options with our
2 for $5 offer! Each Flatizza is made with fresh and deli-
cious ingredients, perfect for snack time, meal time, or
anytime! Stores are instructed to refer to the enclosed
Flatizza Playbook for all operational and equipment
instructions and details, all build instructions and nutri-
tional information, and information regarding the round
pizza. Be sure Flatizza are rung in properly to help antic-
ipate the appropriate number of flatbreads to pre-bake
The Mid-Atlantic News is published monthly by Subway Development Corporation of Washington and is
available on line at SubwayDCW.com. All issues of this publication are confidential and
intended for the use of Subway Franchisees and Employees Only.
Comments, questions, concerns, or ideas for future articles are welcome and can be submitted via email.
Mid-Atlantic News • March 2014 • Page Two
By Brandon Johnson
THE IMPORTANCE OF STORE EXECUTION WITH NEW PRODUCTS
Continued on page 3
s locations become more scarce, franchisees
need to begin thinking “outside the
box”…..the “box” of their regular store. There
is a great program available to stores that have delivery
opportunities at nearby businesses within a 20 minute
driving distance called the “Business and Industry
Delivery Program” and it is detailed in Chapter 18 of the
From an eligibility point of
view, a Subway restaurant
wishing to participate in this
option must have been open
for a minimum of 6 months,
have no outstanding balances
on any accounts, be in substan-
tial compliance, all figures and
key indicator information must
be received by HQ as noted in
Chapter 11 and the restaurant
must be within 20 minutes of
Prior approval from the DA
office must be obtained.
Menu offerings can only be dole sandwiches/salads,
and sandwiches are to be offered on all breads and flat-
breads. 6 items may be offered (such as 4 sandwiches and
2 different salads), and they must be made within one
hour of delivery time and must be kept at the proper
temperature until delivered. All food safety handling
requirements must be met. Toppings are limited to let-
tuce and tomatoes in the proper formula. Sandwiches
must be made with bread baked that day.Items must be
wrapped and labeled, following all laws governing the
labeling of packaged, ready-to-use food.
Food should be transported by following the most strin-
gent regulations, within 20 minutes of the store.The
products must be protected
from dust, foreign objects or
any other type of contamina-
tion. It must also be transport-
ed in equipment designed to
maintain proper temperatures
that are NSF approved,
durable and have an easily
cleanable surface. The vehicle
must be clean, must meet min-
imum insurance requirements
and non-Subway persons may
not be in the vehicle during
Subway employees must be
present at the sales location to
handle the selling of the prod-
uct and wear the complete uniform.
Evaluations are conducted at the site periodically.
Please contact your DA office for more information.
By Sherri Robertson
Mid-Atlantic News • March 2014 • Page Three
BUSINESS AND INDUSTRY DELIVERY PROGRAM
Food should be transport-
ed by following the most
stringent regulations, within
20 minutes of the store.The
products must be protected
from dust, foreign objects or
any other type of contami-
In summary, I predict store sales will rise with the new
products now featured at Subway and it is critical that
these products are made using the correct formulas in
order to have repeat customers and to spread positive
word-of-mouth advertising. Remember to suggestive sell
the new products to the customers and recommend try-
ing the new featured items of the month. Best of luck to
all the stores. Enjoy!
CONT. FROM PAGE 2
4. First-Class Customer Service
Customer service affects the repeat business more than
most of us think. Customers do look for the best price and
quality products, but what distinguishes restaurants from
superior success. Here are a few ideas to have customers
leaving satisfied with the service they receive from the
• Greet guests when they enter the restaurant, make eye
contact and smile. Acknowledge your customer.
• “Welcome to Subway!” “Good morning!” “Good after-
noon!” “Good evening!” “Buenos Dias!”
• Ask customers about how their morning or day is going.
• Give a compliment. Often it is nice to receive a compli-
ment to reaffirm people of positive things they have.
• Offer to open the door for them if they have a large order
and their hands are full.
• If you notice that the tables and chairs are unclean while
customers are looking for a place to eat, go and wipe it
• Recommend sandwiches and toppings if customers are
unsure of what they want. Communicate with guests as
it builds the relationship. This also gives opportunities
to build sales.
• Thank customers for their business. Wish them a good
day and see them soon.
This will work best if you hire the right staff. Be sure to
select employees who are energetic, friendly, positive, and
Feel free to try any of these ideas in your restaurant and be
ready to welcome new customers and turn them in to regu-
lars. Always remember to build the customer loyalty that as
this will result in repeat sales and increasing profitability.
SUBWAY DEVELOPMENT • 7601 Lewinsville Road • Suite 310 • McLean, Virginia 22101
to the following franchisees who have purchased an existing store, opened a new store or
purchased a franchise in January 2014!
OPENED A NEW STORE:
P.J DiMartino &
Laura Miller 53899 Sykesville. MD
PURCHASED AN EXISTING STORE:
Surinder Sandhu 6887 Gambrills, MD
Surinder Sandhu 48031 Gambrills, MD
Kamran Youssefieh 17369 Washington, DC
Kalpesh Raval 47210 VA Beach, VA
Alpa Amin 26470 Elsmere, DE
CONT. FROM PAGE 1