Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market Size—Slow growth, but growth still
- Market Drivers—Macroeconomic Factors
- Market Drivers—Health and Wellness
- Menu Insights Analysis: Menu Trends at Sandwich Shops
- Menu Insights Analysis: Marketing the QSR Menu
- Menu Insights Analysis: The Beverage Menu
- Sandwich Shop Daypart Usage
- Sandwich Shop Usage
- Sandwich Shop Menu Choices and Preferences
- Selection Criteria and customer Attitudes at Sandwich Shops
- Sandwich Shop Comparisons to Fast Food
Insights and Opportunities
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- Build new products and experiences around key decision-making criteria
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- Figure 1: Attitudes that influence decisions to dine at sandwich shops, by household income, February-March 2010
Inspire Insights
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- Trend: Extend My Brand
Market Size and Forecast
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- Slow growth ahead
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- Figure 2: U.S. sales at sandwich shops, at current prices, 2005-15
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- Figure 3: U.S. sales at sandwich shops, at inflation-adjusted prices, 2005-15
Market Drivers—Macroeconomic Factors
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- Key points
- Unemployment remains high and drives many to avoid restaurants
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- Figure 4: Incidence of unemployment and underemployment, January 2007-August 2010
- Personal income growth remains slow and unlikely to climb significantly in the near term
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- Figure 5: Real disposable personal income, January 2007-June 2010
- Consumer sentiment remains at historically low level, driving many to embrace frugality
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- Figure 6: Consumer sentiment, March 2007-August 2010
- Q1-Q2 2010 show signs of recovery but Q3 data paint a pretty stark picture
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- Figure 7: Adjusted foodservice and drinking place sales, January 2008-August 2010
- Overall industry performance declines in face of high unemployment and disappointing housing stats
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- Figure 8: Consumer sentiment, January 2009-July 2010
Market Drivers—Health and Wellness
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- Key point
- About half of American adults currently watching diet
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- Figure 9: Incidence of presently watching/controlling diet, 2004/05-2008/09
- Weight and fat still primary, concerns about sodium avoidance becoming more common
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- Figure 10: Reasons for watching/controlling diet, 2006/07 and 2008/09
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- Figure 11: Attributes diet watchers look for in food, 2006/07 and 2008/09
- Obesity remains at record levels
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- Figure 12: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2008
- Concern about childhood obesity intensifies
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- Figure 13: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
- Southern states have highest rates of obesity
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- Figure 14: States with highest rate of obesity in the U.S., 2007-09 combined
Competitive Context
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- Obama administration takes steps to curb obesity and regulate restaurants
- QSRs continue to represent a primary competitive threat
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- Figure 15: U.S. sales at quick-service restaurants, at current prices, 2005-15
- Many cooking more at home to save money and improve nutrition
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- Figure 16: Incidence of cooking more at home to save money and improve nutrition, by age, July 2010
Leading Companies
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- Dominance of Subway and Quiznos partly a function of the number of locations
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- Figure 17: Total number of locations of major sandwich restaurant chains, 2010
- Subway
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- Figure 18: Incidence of visiting Subway restaurants, by age, February-March 2010
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- Figure 19: Incidence of visiting Subway restaurants, by household income, February-March 2010
- Arby’s
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- Figure 20: Incidence of visiting Arby’s restaurants, by household income, February-March 2010
- Panera Bread
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- Figure 21: Incidence of visiting Panera Bread restaurants, by household income, February-March 2010
- Quiznos
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- Figure 22: Incidence of visiting Quiznos restaurants, by household income, February-March 2010
- Au Bon Pain
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- Figure 23: Incidence of visiting Au Bon Pain restaurants, by household income, February-March 2010
Marketing Strategies
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- Overview
- Television advertisements
- Subway
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- Figure 24: Subway Breakfast Sandwiches and chicken salad tag ad, 2010
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- Figure 25: Subway Cuban Pulled Pork Sub ad, 2010
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- Figure 26: Subway $5 Foot-longs ad, 2010
- Quiznos
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- Figure 27: Quiznos Toasty Torpedoes ad, 2010
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- Figure 28: Quiznos Value Menu ad, 2010
- Figure 29: Quiznos ad, 2010
- Company websites
- Subway
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- Figure 30: Quantcast.com traffic estimates for subway.com, February-August 2010
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- Figure 31: Quantcast.com traffic estimates for subwayfreshbuzz.com, February-August 2010
- Arby’s
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- Figure 32: Quantcast.com traffic estimates for arbys.com, February-August 2010
- Panera Bread
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- Figure 33: Quantcast.com traffic estimates for panerabread.com, February-August 2010
- Quiznos
- Au Bon Pain
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- Figure 34: Quantcast.com traffic estimates for aubonpain.com, February-August 2010
- Social media
- Subway
- Arby’s
- Panera Bread
- Quiznos
- Au Bon Pain
Menu Insights Analysis: Menu Trends at Sandwich Shops
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- Key points
- Turkey and breakfast sandwiches often associated with innovation
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- Figure 35: Top 10 sandwich shop menu items, by incidence, Q2 2008-Q2 2010
- Turkey, chicken and roast beef command modest premiums
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- Figure 36: Top 10 sandwich shop menu items, by incidence and price, Q2 2008-Q2 2010
- Tomato, lettuce and onions most popular toppings
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- Figure 37: Top 10 sandwich shop menu item ingredients, by incidence, Q2 2008-Q2 2010
Menu Insights Analysis: Marketing the QSR Menu
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- Key points
- Vegetarian/vegan, Classic and Signature claims common and growing in popularity
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- Figure 38: Top 10 menu item claims on sandwich shop menus, by incidence, Q2 2008-Q2 2010
- Figure 39: Top 10 menu item claims on sandwich shop menus, by incidence and price, Q2 2008-Q2 2010
Menu Insights Analysis: The Beverage Menu
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- Key points
- Leverage the beverage offering to attract customers during off-peak times
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- Figure 40: Top 10 beverages on sandwich shop menus, by incidence, Q2 2008-Q2 2010
- Consider offering or refining the smoothie offering to drive up beverage spend
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- Figure 41: Top 10 beverages on sandwich shop menus, by incidence and price, Q2 2008-Q2 2010
Sandwich Shop Daypart Usage
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- Key points
- Lunch and dinner remain most popular but many making a play for breakfast
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- Figure 42: Sandwich, sub and wrap restaurant daypart usage, by age, May 2010
- Affluents more likely to dine at sandwich shops during all three primary meal occasions
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- Figure 43: Sandwich, sub and wrap restaurant daypart usage, by household income, May 2010
Sandwich Shop Brand Usage
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- Key points
- Subway remains dominant player at all mealtimes
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- Figure 44: Sandwich, sub and wrap restaurant daypart usage and usage frequency, by restaurant, May 2010
- Young adults are a key segment for all major chains
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- Figure 45: Sandwich, sub and wrap restaurant usage, by age, May 2010
- Affluents over-index on visits for breakfast as well as lunch and dinner
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- Figure 46: Sandwich, sub and wrap restaurant breakfast usage, by household income, May 2010
Sandwich Shop Menu Choices and Preferences
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- Key points
- Emphasize salads, soups, baked goods and breakfast to attract 25-34s
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- Figure 47: Customer ordering behavior at sandwich shops, by age, May 2010
- Affluents more likely to prefer salads and gourmet treats/coffee
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- Figure 48: Customer ordering behavior at sandwich shops, by household income, May 2010
- Pitch women with salads, sides and fruit cups
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- Figure 49: “Like” to see more of at sandwich shops, by gender, May 2010
- Many young adults looking for more smoothies and treats
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- Figure 50: “Like” to see more of at sandwich shops, by age, May 2010
Selection Criteria and Customer Attitudes at Sandwich Shops
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- Key points
- Cheese and beverage selection key considerations for young adults
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- Figure 51: Selection criteria for sandwich shops, by age, May 2010
- Quality of meat and cheese, as well as beverage selection more important to affluents
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- Figure 52: Selection criteria for sandwich shops, by household income, May 2010
- Middle and upper-income sandwich shop customers somewhat more likely to use coupons
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- Figure 53: Ordering behavior at sandwich shops, by household income, May 2010
Sandwich Shop Comparisons to Fast Food
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- Key point
- Health and freshness key points of differentiation
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- Figure 54: Sandwich shops compared to fast food, by age, May 2010
Cluster Analysis
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- Sandwich-Shop Aficionados (25%)
- Characteristics
- Opportunity
- Weeklies (41%)
- Characteristics
- Opportunity
- Strictly Sandwiches (34%)
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 55: Sandwich shop clusters, May 2010
- Figure 56: Sandwich shop daypart usage, by sandwich shop clusters, May 2010
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- Figure 57: Incidence of purchasing various menu items, by sandwich shop clusters, May 2010
- Figure 58: “Like” to see more of at sandwich shops, by sandwich shop clusters, May 2010
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- Figure 59: Sandwich shop attitudes and perceptions, by sandwich shop clusters, May 2010
- Demographic tables
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- Figure 60: Sandwich shop clusters, by gender, May 2010
- Figure 61: Sandwich shop clusters, by age, May 2010
- Figure 62: Sandwich shop clusters, by household income, May 2010
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- Figure 63: Sandwich shop clusters, by race, May 2010
- Figure 64: Sandwich shop clusters, by Hispanic origin, May 2010
- Cluster methodology
Appendix: Additional Consumer Tables
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- Age
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- Figure 65: Sandwich, sub and wrap restaurant breakfast usage, by age, May 2010
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- Figure 66: Sandwich, sub and wrap restaurant lunch usage, by age, May 2010
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- Figure 67: Sandwich, sub and wrap restaurant dinner usage, by age, May 2010
- Gender
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- Figure 68: Consumer ordering behavior at sandwich shops, by gender, May 2010
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- Figure 69: Selection criteria for sandwich shops, by gender, May 2010
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- Figure 70: Ordering behavior at sandwich shops, by gender, May 2010
- Income
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- Figure 71: “Like” to see more of at sandwich shops, by household income, May 2010
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- Figure 72: Sandwich, sub and wrap restaurant lunch usage, by household income, May 2010
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- Figure 73: Sandwich, sub and wrap restaurant dinner usage, by household income, May 2010
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- Figure 74: Sandwich shops compared to fast food, by household income, May 2010
- Race and Hispanic origin
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- Figure 75: “Like” to see more of at sandwich shops, by race/ethnicity, May 2010
Appendix: Trade Associations
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