Industry News | August 18, 2004

Blimpie Talks About Reinvigorating the Brand

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At its annual franchisee convention in Washington D.C., Blimpie detailed its plans for re-invigorating the brand. According to the company, the plan calls for a consumer-focused approach by everyone in the Blimpie system including all franchisees, area representatives, and corporate employees, to maintain the highest standards of quality and hospitality.

According to Mark Mears, chief marketing officer of Blimpie International, this attitude -- called "The Blimpie Way" -- will serve as the foundation for re-vitalizing a brand that until recently "stood still and resisted change while our competitors adapted to meet the needs of today’s consumers."

"We are simplifying our approach to winning in the competitive quick-serve sandwich category by focusing on providing a remarkable customer experience and staying dedicated to the prosperity of each of our franchisees, area representatives and corporate employees," said Mears. "As we have proven over the past several years, we will maintain our position as the top innovator in the sandwich segment and are implementing new programs to ensure our standards for operations and quality are the gold standard for the industry. We also plan to take off the gloves in a new, aggressive marketing campaign."

Specific programs announced include menu optimization, new building design, non-traditional distribution, a new kids program, catering, guest loyalty program, and local marketing initiatives. Blimpie has also organized several franchisee committees, hired a slew of regional marketing managers, and will create regional franchisee associations.