Can an up-start agency help launch a chain of sandwich restaurants in a quick-service category dominated by Subway and Quizno's?
We had a built-in theme, but we still needed a meaningful point of difference. Sometimes you need to look no further than the product to find it. The subs at Firehouse are just plain bigger and meatier than those other wimpy sub sandwich places. Heck, Firehouse Subs was founded by two firemen with big firemen appetites. So to induce habit-forming cravings in our customers and to let them know that we're a more satisfying sub choice, we crafted the 'Feed the Fire' position and brought it to life with an image and voice that was all Firehouse.
While over 25% of all new restaurants fail within the first year, Firehouse Subs locations nearly tripled in the two years we worked together. Along the way, we created a variety of multi-component communications and programs to generate store traffic, while always focusing on building passion for the Firehouse Subs brand. Though no longer a client, the solid foundation we built for Firehouse has fueled explosive growth to over 430 locations and counting.