Client: Firehouse Subs

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Location: U.S. Markets

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Scope: 

• Immersion Tour

• Category Research

• Line Extension

• R&D Culinary Liaising

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Challenge: Firehouse Subs (900+ units between franchise- and company-owned stores) sought a conceptual strategy to boost catering sales. While the company's iconic warmed sandwiches were a great success with guests in-store, they struggled to maintain quality in a catering format. A line extension—cold sandwiches—could better sustain freshness during transit and on-site at offices and parties.

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Solution: I orchestrated a thorough assessment of 10 competitors' catering programs, then executing a two-market taste and brand immersion tour with Firehouse's founder. Ebbing and flowing, we visited 53 restaurants in 3 days on both coasts: noting packaging, pricing and sandwich build approaches. This holistic research laid the framework for 6 innovative sandwich builds for market testing and store launch, adjusting store prep lines as needed.

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My Role: Concept Development Manager at Synergy Restaurant Consultants