MR.SUB rebrand

MR.SUB rebrand

the issue:

The long-standing Canadian brand was losing share, closing stores and being trumped by modern competitors in better locations. Their core customer was aging and the brand had no relevance or connection with the “next generation”, nor did their poor performance appeal to potential new franchisees.

the truth:

Consumers don’t want the machine-like experience of existing QSR environments.

the idea:

At Mr.Sub, we noticed that most locations greeted you with a genuine “hello!”, instead of “what bread would you like?”. So we decided to amplify the authentic and approachable qualities that makes Mr. Sub unique in the category.

the approach:

Our creative strategy was not a re-invention, but a refresh with a contemporary brand look and feel that was current, without offending brand loyalists. From the interiors, to menu innovation, social strategy and more, we helped Mr.Sub reinvent itself without changing who they are at the core. We even branded their sub-sauce!

the results:

After only 11 months, a full reversal of a business that was in severe decline. 11% increase in same-store sales – now 4 years running. Double-digit new franchisees on board and, new locations being added, instead of closing.