Sandwich giant introduces craveable value offer to fulfill Canadians’ desire for low cost sandwich options
TORONTO, Jan. 7, 2019 /CNW/ – Canadians don’t have to compromise on quality and taste when it comes to purchasing a value item with the launch of the new $4 Mighty Melts at Subway® Restaurants. The sandwich collection is big on taste and features three varieties including seasoned chicken strips, 100 per cent Canadian turkey and 100 per cent Canadian roast beef, all topped with fresh veggies, melted cheese and served on a warm, toasted ciabatta bun.
According to a recent poll conducted by Ipsos, a market intelligence agency, Canadians are spending an average of $7.50 for a sandwich or main at quick-service restaurants with eight in ten in favour of purchasing a quality sandwich or main for $4. Canadians simply aren’t willing to sacrifice great taste and quality ingredients. The Mighty Melts collection was created with taste and quality at the forefront with a selection of warm, delicious sandwich options that are heavy on flavour and light on funds at just $4 each.
“We believe good food shouldn’t have to break the bank,” says Senior Marketing Director, Cristina Wells. “At Subway®, we know our consumers appreciate value and don’t want to compromise on quality, which is why we created the new $4Mighty Melts collection.”
The Mighty Melts are available for a limited time across Canada at participating Subway® restaurants. The three mouth-watering varieties include:
- The Chicken Mighty Melt which features a warm and toasty ciabatta topped with tender, lightly seasoned chicken strips, fresh veggies and cheese and finished with our mouth-watering garlic aioli.
- The Roast Beef Mighty Melt is the ultimate value option! The warm and tasty sandwich on toasted ciabatta is made with our classic 100 per cent Canadian roast beef topped with fresh veggies and cheese and finished with a drizzle of garlic aioli.
- For a lighter option that still packs a flavourful punch, try our Turkey Mighty Melt. This savoury sandwich is made with 100 per cent Canadian turkey, fresh veggies, cheese, topped with our smoky honey mustard sauce and served warm on a toasted ciabatta bun.
By the numbers:
- Millennials claim to be spending $8 on a typical sandwich or main, some 70 cents more on average than Gen X’ers or Baby Boomers
- Nearly half of Canadians (46%) say price is the most important factor in guiding their decision on what to order and one in three (36%) say quality ingredients is the most important
- Residents of Ontario (51%), Alberta (51%), and Atlantic Canada (51%) are most likely to say price is the most important factor in helping decide what to order
- Baby boomers (41%), Gen X’ers (36%) and residents of British Columbia (46%) are most likely to favour quality as a guiding factor for meal purchases
- There are some things that Canadians simply aren’t willing to sacrifice when purchasing a meal for less. At the top of that list is great taste: four in ten (39%) Canadians say great taste is a trade-off they’re not prepared to make while 26 per cent of Canadians say they are not prepared to sacrifice quality ingredients
The launch of the new $4 Mighty Melts is supported by a national TV, radio and digital advertising campaign which will run from January 2 through February 4. Several agencies are supporting the launch. Public relations and social media support is being handled by Veritas Communications. Advertising creative was developed by Dentsubos. All media buying was coordinated by Carat and iProspect.
For more information about Subway® Canada, visit www.subway.com; join SUBWAY® Canada’s online community at www.facebook.com/SubwayCanada or follow @SubwayCanada, #WontBreakTheBank
About Subway® restaurants
Subway® offers a fresh alternative to traditional fast food, serving 7 million made-to-order sandwiches a day. Guests in Canada can choose from 1.4 billion combinations of quality proteins, fresh vegetables, and bread baked daily. In Canada, franchise owners of the over 3,200 Subway® locations are proud to be part of the communities in which they live and operate their businesses; providing more than 30,000 jobs to the local communities across the country.
The Subway® experience is also delivered online at www.Subway.com and through the Subway® App, available in select markets at the Apple App Store and Google Play.
The company, founded 52 years-ago by then 17-year-old Fred DeLuca and family-friend Dr. Peter Buck, is still a family-owned business with 21,000 dedicated franchisees in neighborhoods around the world.
Subway® is a Registered Trademark of Subway IP LLC.© 2019 Subway IP LLC.
About the Study
These are some of the findings of an Ipsos poll conducted between December 11 and December 12, 2018, on behalf of Subway Canada. For this survey, a sample of 1,000 Canadians aged 18+ was interviewed online via the Ipsos I-Say panel. Quota sampling and weighting were employed to balance demographics to ensure that the sample’s composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll is accurate to within ±3.5 percentage points, 19 times out of 20, had all Canadian adults been polled. The credibility interval will be wider among subsets of the population. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.
SOURCE SUBWAY Canada
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