Friday

Digg that sandwich

If you have eaten out with me you have probably noticed I take my passion for innovation to the ordering table, as I try and collaborate with a waiter or chef on creating the ultimate meal. This of course works best in sandwich shops were I can speak directly with the sandwich creator behind the counter, and where there are many variable inputs (veggies / meats / sauces) that can be tweaked for the ‘ultimate sandwich’. I have come to create, what I think is, the perfect tuna sub at subway, and as a result I have become a maven for my sandwich. I felt like the sandwich shop needs to embrace this sort of customer culinary innovation into their everyday business.

The idea: Frequent customers create a sandwich and it gives it a name. The sandwich is displayed on a screen, with about a dozen other sandwiches; every time a customer orders it it moves up on the list (a digg style, voice of the masses voting system). If a sandwich moves to the top of a list and stays there for a week or month, the customer gets a free sub. At the end of the year, the most ordered customer sandwich can be added to the stores menu for the next year.

I had this idea for a case study I did a while back, but was recently reminded of it while reading “Life after the 30-Second Spot” by Jaffe, a book that discusses changes in the advertising industry, and new approaches to marketing and advertising. In the book Jaffe, introduces three key roles to the new advertising environment:

1. To Demonstrate
2. To Empower
3. To Involve

(These new roles are the evolution of the classic roles: To inform, persuade, remind. ) This approach to sandwich marketing nails each of the new roles in advertising. As a consumer I am able to demonstrate the sandwich creating opportunities available at my local sandwich shop, I am empowered as I create and promote my (own) product, and I am involved in the sandwich and menu making process.

As mentioned all stakeholders benefit: Sandwich shops get better sandwiches, loyal customers and promoters. Sandwich enthusiasts get the opportunity to promote their sandwich, and the chance to win free subs or a place on the menu (or other prizes), and new customers get a new chance to try new and community proven subs. Win - win - win

Bon Appétit!