The Client
Silver Mine Subs is a casual dining franchise, which first opened in 1996 in Northern Colorado. They now have 23 locations throughout the United States, mostly concentrated in the West/Mountain region. Silver Mine Subs’ primary demographic is ages 18-34.
The Challenge
Improve same store sales, including:
- Building average tickets/check size.
- Increasing customer counts and frequency.
- Building incremental “seasonal” sales.
Results
- Increased comp store sales by 12%.
- Increased party platter/sub usage by 29%.
- Increased combo meal purchasers by 12.5%.
- Increased traffic counts by 3.7%.
Solution Overview
- Take the high road – ask customers to stretch upward vs. low price of admission.
- Focus limited dollars on core 18-34 heavy users.
- Segment promotional offers seasonally.
- Evolve overall look and feel of the Silver Mine Subs brand personality.
- Create a series of five seasonal sales promotions to serve the objectives.
- Run condensed, integrated media flights around the promotions.
- Layer-on new movers/new business direct mail to increase trial from trading area.
- Negotiate value-added media merchandising to extend budgets in all markets.
