Operations

DiBella's Subs sales return to pre-pandemic levels

Photo: Provided.

November 25, 2020

DiBella's Subs is reporting that its year-to-date sales are now trending even with what they were last year at this time for the brand's 44 family owned locations in New York, Connecticut, Pennsylvania, Ohio and Michigan, a news release said.

"We realized that we would need to think outside the box to survive," Jennifer Jackson, vice president of Brand and People said in the news release. "But we also wanted to stay true to our culture and values." DiBella's initial goals were to keep its employees on the payroll and support people working to keep its communities safe.

DiBella's workforce remains at approximately 800, and the chain has raised more than $365,000 for local foodbanks, with hundreds of thousands of meals donated to first responders and healthcare workers. The brand said it continues to use and expand in the following areas to capture sales in this challenging restaurant environment:

• New off-premise sales sources: DiBella's, which had a strong catering program in place before COVID-19, found new opportunities in unusual places. Donations to hospitals resulted in Dibella's products being added to hospital cafeterias. Similarly, contributions to schools led to new catering orders and local catering teams are currently focusing on Black Friday, taking box lunch orders from retailers.
• Technology:Guests can order via a web link or QR code systemwide. Today, online sales comprise 60% of the chains sales volume, while pre-pandemic they were just 15% to 20%.
• Loyalty club membership: This membership has increased 50% this year alone, and DiBella's, which often gets requests to ship subs to areas where it does not have locations, is testing a nationwide delivery program.

"We're very optimistic about the future, especially with the role technology will play in helping us adapt to our guests' changing needs," Jackson said. "Our goal is to make every guest feel comfortable with their DiBella's experience, no matter what uncertainties lie ahead."