Challenge: The Submarine House restaurant chain, a Dayton original since 1973, wanted to expand their franchise business by converting future (and possibly existing) franchise restaurants into Bar and Grills rather than their traditional restaurants. The challenge was to present a comprehensive plan for success to be able to present to prospects, and then execute that plan. In addition, this information needed to be presented in a professional, cohesive and effective manner.

Once the new concept locations began to open, the challenge became marketing the Bar and Grills and their unique aspects while continuing to support the traditional restaurants within the group.

Solution: The first step was to conduct research to examine the marketplace, competition, current market position and perceptions, and economic conditions, to use as the cornerstone to the development of this new Bar and Grill Business Plan. This plan had to be comprehensive in nature, a sales tool for potential franchisees and serve as the blue print for future success. It covered areas such as company objectives, mission, history, product descriptions, competitive comparison, industry analysis and trends, marketing and sales strategy, SWOT analysis, personnel plans, and financial analysis.

In order to highlight the plan, a multi-purpose, full color pocket folder was developed along with five, two-sided, color promotional inserts to use as standalone pieces or with the folder and plan. These materials were distributed based on inquires gathered from a number of sources including qualified leads acquired through the company website.

As of 2011, three Bar and Grill concepts stores had come on line with more to come in the future. In order to capitalize on the excitement of the new locations that featured alcohol sales, a large bar area, arcade games, big screen TVs, and an expanded menu, a strategy had to be developed to promote the entire Submarine House brand. While there were many differences between the Bar and Grill and restaurant only locations, there was a common thread that could be focused on—the uncommonly good subs. Since then, most marketing efforts for the group have focused on common food items throughout the chain and specifically the unique Cheesesteak sub upon which the company built the business. In keeping with the branding, even the new logo design for the Bar and Grill took the original logo and only slightly modified it.

In early 2011, in an effort to increase brand recognition and spur revenue growth, The C-3 Group collaborated with leaders of the Submarine House and instituted the Super Duper Cheesesteak Challenge – a contest consisting of eating a 16 inch triple meat, triple cheese Cheesesteak in 16 minutes or less. To promote the contest, a web landing page was created, social media and HTML email campaigns were launched, and a full-fledged television campaign with 3 different spots. Contestants could compete at any store and qualify for a semi-finals round. Once in the semi-finals, the fastest time then went on to the finals. Multiple media outlets picked up the story and over one hundred participants attempted the challenge. Several of the franchises reported their highest earnings ever during the contest.