Industry News | July 16, 2001

Summer Salads at Einstein Bros

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Einstein Bros kicks off a new ad campaign this month to encourage its loyal customers—and new ones—to taste new summer lunchtime items for themselves.

Patrons on Einstein Bros' mailing list will receive a postcard and/or email to enjoy a Sponaneitea (a fresh-brewed green tea made with ginseng) "on the house" with the purchase of a new Summer Salad.

A few lucky prospects in every store's trade area will even receive an e-coupon and a postcard for a free entre salad. New Einstein Bros display ads featuring its Summer Salads will appear in major daily newspapers across the United States throughout mid-to-late July. And in their top ten markets, the Summer Salad story will be on the go, displayed on Einstein Bros' mobile media vehicles.

Einstein Bros' new Summer Salads include:

- The Wasabi Salmon Spinach Salad ($5.79) - Featuring grilled peppered salmon, tomatoes, green apples and sliced egg served on a bed of spinach with Wasabi dressing topped with chow mein noodles.

- The Chicken Chipotle Spinach Salad ($5.49) - Featuring spicy chicken, chopped cheese and roasted corn relish served on a bed of spinach with sweet Chipotle vinaigrette and topped with corn chips.

Einstein Bros' promotions are just as creative as their recipes. The new coupon ad comes on the heels of a highly visible and successful promotion that distributed 295,032 free "Retro Lunchboxes" featuring characters Melvyn and Elmo to lunch time sandwich patrons. Einstein Bros sales for the week of the lunchbox giveaway were up seven percent over sales during the same period last year. Einstein Bros combined marketing efforts, coupled with inventive, popular menu offerings, have helped propel them to the forefront of fast casual dining and have brought them success in their "Out to Lunch" campaign.

The new promotion will be used as part of Einstein Bros' ongoing marketing strategy to strengthen its reputation as a popular lunch destination, not just a favorite "bagel and shmear" breakfast stop. Other new menu options include Summer Salads, "Build Your Own Bros Deli" Sandwich and other tasty sandwiches including the Ultimate Toasted Cheese Sandwich.