Industry News | March 6, 2012

New Menuboards Give Cousins Subs Fast-Casual Look

There’s a fresh new way to order at every Cousins Subs store in the country. Wisconsin-based Cousins Subs rolled out nearly 170 new indoor and outdoor menuboards throughout its system. The vibrant new menuboards will help establish consistency and increase margins at all Cousins Subs locations.

The new Cousins Subs menuboards feature a contemporary aesthetic and have been re-organized to focus on placement of premium products. Now highlighting product descriptions rather than images, the entire Cousins Subs menu is presented to the consumer, with hot items on one side and cold items on the other side.

Cousins Subs’ menuboard initiative was completed in just seven months to support the company’s roll out of 10 new products in 2012. Cousins Subs’ menuboard roll out engaged nearly every department in the company, including marketing, IT, operations, and the Cousins Subs Franchise Advisory Council.

“This was an ‘all hands on deck’ effort which demonstrated our commitment to refreshing the Cousins Subs brand image and supporting our owner/operators and franchisees,” says Justin McCoy, director of marketing at Cousins Subs. “The new menuboards have given our system the fast-casual look we desired and highlight our new creative direction. After just three weeks in the system, we’re already seeing increased margins and consumer trial of new products, even those with limited or no marketing backing.”

Re-investing significant advertising fund dollars for the program, Cousins Subs’ new menuboards can be efficiently changed at any time based on menu mix and sub sales. The consumer-friendly menuboards are modular with a set middle section, interchangeable tiles, and quick turnaround paper inserts. While the sub offerings make up the middle section, the exterior panels feature Cousins Subs bread offerings, toppings and dressings, salads, extras, sweets, soups, quenchers, and even catering options.

“The new menuboards are the biggest marketing tool we have. Our customers have noticed the difference and are starting to try new offerings that they never even knew we had,” says Cousins Subs franchisee Maria Piotter.

Cousins Subs teamed with Visual Graphic Systems of New Jersey to design and develop the new menuboards. Cousins Subs is also installing refreshed new point of sale and in-store materials in all stores.