Subway Raising the Cool Factor of its Kids Pak
Did you know Subway has more restaurants than McDonald's? The company has been riding high the past few years, in spite of the whole Atkins thing, thanks to a focus on made-to-order meals and a guy named Jared.
It's been two years since Subway tweaked its deli-sandwich Kids Pak, replacing the cookie with a fruit snack and the soda with a juice box. But now the company is launching a new appeal to the six-to-ten-year-old set by co-branding its kids meals with brands that appeal to their older siblings. (Hey, that's straight oout of my parenting playbook! When in doubt, us the "big kids do it" trick.)
Subway's starting with a cross-promotion with sneaker and skate-gear company Vans, in which the Vans brand name and logo will go on key chains and jewelry that come along with Subway Kids' Paks.
Next will be a promotion featuring miniature Heelys, those sneakers with wheels built into the heels.
Subway says its business is strong among adults (who perceive healthfulness and value) and teens (who come for the value). With this move, the company hopes to capture younger kids, too—without vying with the bigger-named chains for cartoon- and movie character-based tie-ins, deals that can cost millions.
Last May, California Subway restaurants rolled out the The California Fit Kids’ Pak, with a choice of a low-fat 4-inch deli round, 1% milk or apple juice, plus a choice of apples or raisins. The special Kids’ Pak choices, which are based on sensible serving sizes, are low in total fat, saturated fat and cholesterol, and are a good source of essential nutrients such as vitamin C, calcium, and iron.
So, parents of the six-to-ten set, what do you think? Have you had trouble convincing your kid to go to Subway with you? Will these kinds of prizes help your cause?
Comments
My three year old loves Subway, which we coincidentally ate for dinner last night (well, we ate their food, not the franchise...)
So far, my son is a big fan, in part to the fruit rollup. He loved his little checkerboard Vans sneaker. We clipped it to the zipper pull of his hoodie. So far, so good!
Posted by: mamaloo, the doula | September 11, 2006 09:56 AM
I read Fast Food Nation way back when and I remember Subway faring pretty poorly in the ratings. Have they really cleaned up their acts enough for me to eat there and bring my baby?
I'm still cautious.
Posted by: Rookie Mom Heather | September 11, 2006 08:23 PM
Hi, Rookie Mom Heather—
Yes, the book did talk about Subway's franchising practices. In the late 90s, if I recall correctly, that company at one point had a large number of suits filed or pending against it on behalf of disgruntled franchisees.
Restaurant franchising was fraught with franchisor vs. franchisee ruckuses at that time. Nearly all the major brands had, um, challenges. Subway earned mention on accoung of having the most—again, as I recall.
It's worth noting that Subway had/has a much lower cost of entry an mimimum assets requirement than most concepts, meaning less-experienced operators signed on with the concept. The flip side is those franchisees agree to pay higher royalties month-to-month. For an inexperienced operator who's slogging through the rough first couple of years, that can become a sour deal. I'm not blaming the victim, just presenting both sides. In other words, that franchise structure made it more likely Subway would be sued.
In general, the franchising waters are smoother these days, at Subway and others, partly because regulation is better. Too, franchisors are favoring experienced, multi-unit developers over inexperienced entrepreneurs...the kind who don't know what they're getting into, have a tougher time getting started or weathering the first year or two, or are too blinded by the upside potential to read the franchise offering and contract in detail, or pay a lawyer to do it. (Understandable, because the contracts can be hundreds of pages of dense legal language—not very fair or accessible for mom-and-pop types.)
In the case of Subway in particualar, I'd have to check into it. I'll see what I can find out.
I eat there when I'm in the mood for a sandwich. I like the seafood salad—how hilarious is that? I'm always sure I'm the only one who orders it.
And if I can ever get Baby A to eat a sandwich, I'll take her. She just likes to dis-assemble the sandwich and lick off the mayo or peanut butter....
- L
Posted by: QSMama / Lea | September 12, 2006 07:33 PM
Funny, my son (16 months) is trying to figure out how to bite the butter off his toast.
Thanks for the feedback, maybe I'll give 'em a try.
It's just them and Quiznos (all sugar?) across the street from my office.
Posted by: Rookie Mom Heather | September 13, 2006 10:32 AM