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In a move that it says will build on increased demand by guests to have their sandwiches panini-grilled, Blimpie has announced plans for a "Panini Grill It!" promotion from October 1 to December 31.
The promotion will stress Blimpie's panini grilling as a compelling point of difference between it and sandwich category competitors. "We are out to show consumers there is a clear taste advantage to a panini-grilled Blimpie versus a product that isn’t fresh-sliced or that may be simply toasted or heated," said Mark Mears, chief marketing officer for Blimpie International, Inc.
According to Mears, a consumer trend toward panini in quick-casual sandwich restaurants is another key factor for Blimpie's focus.
Blimpie says it has seen a steady increase in customer demand to have sandwiches and wraps finished on the Blimpie Panini Grill since introducing the line of products in 2003. Blimpie is the only nationwide quick-service restaurant chain to offer panini grilling for its full line of menu items.
To support the "Panini Grill It!" product focus from October 1 through December 31, 2004, Blimpie will conduct several consumer promotions in select markets, including an opportunity for patrons to have their bosses grilled (otherwise known as "roasting") by a professional comedian, and lighthearted radio grilling (otherwise known as "questioning) of political candidates.