STRATEGIC PARTNERS
August 4, 2011
After a nearly two-year test, Firehouse Subs is launching Coca-Cola Freestyle fountains in all of its 437 restaurants. With Coca-Cola Freestyle, customers now have the ability to create their own personal and customized drinks with more than 125 combination possibilities.
In 2009, Firehouse Subs and Coca-Cola partnered on a Coca-Cola Freestyle test in Atlanta with the goal of amplifying the customer experience and increasing drink revenue. Firehouse Subs has since experienced double-digit sales and traffic increases. The chain has also seen significant increases in drink incidence, solidifying the decision to have Coca-Cola Freestyle in all existing and future locations.
"The first time we saw Coca-Cola Freestyle, we knew it would revolutionize the beverage industry and we welcomed a test with our partners at Coca-Cola," said Robin Sorensen, co-founder of Firehouse Subs. "Customers rave about Coca-Cola Freestyle. It offers an interactive experience that when combined with our subs, is unmatched, and has led to a substantial increase in beverage sales. We're pumped to be the first national chain on the planet to bring the fountain of the future to all of our loyal customers."
Coca-Cola's new technology is touch-screen operated and offers regular and low-calorie beverage brands, flavored waters, sports drinks, lemonades and other options, many exclusive to Coca-Cola Freestyle. Many combinations have never before marketed in the U.S., including brands such as caffeine-free Diet Coke with Lime, Fanta Peach, Grape Vault, Minute Maid Light Orange Lemonade and more.
"Our partners at Firehouse Subs recognize that Coca-Cola Freestyle enhances the overall dining experience for their customers. With this expansion of Coca-Cola Freestyle availability, people will be able to choose the perfect beverage to complement their meal at any Firehouse Subs," said Gene Farrell, vice president, Coca-Cola Freestyle, Coca-Cola Refreshments. "Coca-Cola Freestyle offers people something they've never experienced before and helps our partners like Firehouse Subs grow both their beverage business and their total business."
Firehouse Subs' top-selling Cherry Lime-Aid, an exclusive original recipe served with fresh squeezed lime, is one of the offerings on the fountains, making the chain the first to have its own signature drink brand on Coca-Cola Freestyle.
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