Marketing

Goodcents franchiees welcoming meatier sandwiches

Provided

January 25, 2021

Goodcents franchisees are excited about a menu change launching Monday that will add 30% more meat to its popular sub sandwiches and potentially draw new customers.

"Our guests have overwhelmingly loved the sandwiches with 30% more meat," Jami Bond, vice president of franchise development, said in a company press release. "And our franchisees love it, too, because they know customers will be excited to taste the new sandwiches."

The Kansas City-based chain has been testing the new menu at two corporate locations since September to rave reviews, according to Franchisee Holly Trice, who rolled out the 30% more meat menu in November at her Minnesota location.

"Our customers have just been wowed by the change — especially people who were unaware of the new menu," she said. "We've had guests who ordered online and were so surprised when they got home. The next time they come in, they say, 'I just got a sandwich here last week, and boy, did it have a lot of meat on it!' They all love it."

Bond said the corporate team provides franchisees with suggested prices based on cost analysis and competitor comparison and gives them location-specific projected changes in profit based on the location's current mix of product sales. Franchisees control their prices, however, because they must be able to adjust for cost differences, such as minimum wage differences in various states.

"Our operations team will be in restaurants for the next week to make sure the right amount of meat is being served on sandwiches and that all signage reflects the change," she said.

To market the menu change, Goodcents has a commercial on YouTube and radio and has provided point-of-purchase displays to every location.

Changing the menu offers the brand a great opportunity to attract new customers, said Mary Fox, who owns Goodcents locations in Gardner and Lenexa, Kansas.

"I know it's going to be a big hit with our longtime customers, who definitely will appreciate getting more meat. I think the change also is going to bring in new people who are interested to see what all the buzz is about."

Fox said adding meat to sandwiches across the menu, rather than offering an upsize option, will appeal to guests looking for value.

"We expect this to be a big boost for our business," she said.

Bond agreed that adding more meat was a terrific marketing opportunity, but she is more excited about the consistency it brings to the brand.

"This will solidify that the sandwich you get at a Goodcents in Phoenix is the same as one you get in Kansas City," she said. "Without consistency, we cannot grow as a brand."

The menu change comes at an exciting time for Goodcents, according to Bond, who said the brand launched its Goodcents Certified Clean Program, which equips every restaurant with a no-contact temperature check device and sanitization program for the safety of guests and crew members.

"Between the menu change and Certified Clean, we are really leaning in to support our franchisees," Bond said. "Our corporate team is in six to seven restaurants every day to lend our support. 2021 is starting out so strong, and we think the menu change will bolster sales even more."

Founded in Lenexa, Kansas, and headquartered in De Soto, Kansas, Goodcents has about 100 locations.