The next great step

With almost 1,600 franchised restaurants across the US and having expanded into five international markets with a further five in the pipeline, sub-sandwich chain Blimpie has embarked on an aggressive expansion plan. This 'next great step' includes a brand new contemporary store design, re-branding and an updated menu incorporating new panini-grilled ciabatta bread sandwiches. Explains Chief Marketing Officer Mark Mears: 'Our re-invigoration of the Blimpie brand is becoming reality with the implementation of several initiatives - most notably, a refreshed logo, contemporary restaurant design and an updated menu. Blimpie was the first sub-sandwich chain in the US and we have always been an innovator in menu concepts. Now our brand reflects this forward-thinking positioning, transforming Blimpie into a more consumer-driven, contemporary deli.' With the recent appointment of John Campbell as Vice President of Global Franchising, who brings 30 years of franchising experience from brands such as Papa John's and Dunkin' Donuts, Blimpie is seeking to accelerate its development of European markets. 'Blimpie has the potential to grow by leaps and bounds over the next several years,' says Campbell, 'especially with its redesigned restaurants, logo and menu.'

The flexibility of the Blimpie model means its traditional restaurants are suited to shopping centres, malls and free-standing buildings with convenience stores, petrol stations, colleges, hospitals, kiosks and even vending machines bringing the Blimpie brand to unconventional sites. 'Blimpie is primarily a sub-sandwich restaurant, which means fresh, top-quality food with no cooking involved,' adds Mears. 'The opportunity exists to lower overheads by having little or no waste and less equipment to buy than a typical quick-service restaurant.'

The Blimpie model is based on over 40 years of experience in the quick-service market. 'We have big plans and a clear vision for adding value to Blimpie,' says Mears. 'We are dedicated to increasing value through franchising and supporting a portfolio of world-class brands. By committing equally to customers and franchisees, the company is poised for increased market share and brand loyalty.'