“We work hard to make sure our voice comes through as best we can,” Woolverton said. Justin Woolverton, Halo Top’s founder and chief executive officer, told Digiday it’s his brand’s approach to social media that’s making all the difference. Without the use of traditional advertising as we’ve become accustomed to in business, Halo Top’s annual sales now exceed $100 million, according to AdAge, and supermarkets can barely seem to keep any of Halo Top’s arsenal of flavors on the shelf. Halo Top has seen its Instagram following rise past the 475,000 mark in the last week and its total social following soar past 1 million, according to Digiday. One of the most recent beneficiaries is the “healthy” ice cream brand Halo Top, which has seen sales increase in the last year by a staggering 2,500 percent. ![]() Social media can provide a big boost for brands. So, while it may take some time to rectify its other issues, Subway is at least starting to fire up its innovation cylinders, and a very popular ice cream brand could add some much-needed heat.Halo Top’s building an ice cream empire via social media Obviously, however, the chain is working fast to change that perception. These burgeoning sandwich players have brought exciting, new creations to the market, making Subway’s signature menu seem a bit dated to some. With this reduction came a sales decline as the chain has navigated a confluence of challenges from oversaturation to the arrest of spokesman Jared Fogle to swiftly intensifying competition in the sandwich category.Īccording to Technomic, the number of fast casual sandwich chains with more than $50 million in annual sales increased 70% to more than 7,500 in the past five years. In 2018, the company closed more than 1,000 stores, which brought its footprint down to its lowest level since 2011. Subway’s headlines haven’t been all that favorable of late. restaurants will be in the new design by the end of 2020, Van Popering said. Last week, Subway introduced its new Ciabatta Collection and Hubert’s Lemonade sold exclusively at the chain.Ĭulinary innovations are also part of the brand’s restaurant design, which includes “flavor stations"–giving customers the option to add spices, oils, seasonings and spreads to their sandwiches–and new beverage stations with unique options like passion fruit agua fresca. ![]() Within the past few months alone, these offerings have included the ultimate cheesy garlic bread, an expanded signature wraps platform and 8-inch King’s Hawaiian sub rolls. In March 2018, Subway announced an $80 million refresh that includes store remodels, digital transformations and a bigger culinary and innovation team.Īccording to Van Popering, that team tests hundreds of new menu items a month and brings the most successful products to market more quickly. Notably, this creation fits neatly into Subway’s sharpened focus on menu innovation. “Many additional markets are eager to begin offering our hand-spun Halo Top milkshakes and I anticipate guests across the country will encourage us to expand,” he said. ![]() Further, 81% of consumers surveyed have purchased a snack at a QSR, more than any other away-from-home category.īecause of these trends, Van Popering is confident in the product and said the company will decide how to proceed with the platform once the initial test ends in September. With this launch, Subway could make a major play into the growing afternoon snack daypart alongside giants like Starbucks and Dunkin’, which generate more than 40% of consumer business during non-traditional hours.Īn analysis by Coca-Cola, using its own data from market research firm NPD Group’s CREST information service, finds that snacks account for 19% of total food service occasions. Investment specifics of the added equipment and product have not been disclosed. The hand-spun Halo Top milkshakes will be available exclusively at Subway in six test markets: Colorado Springs, Colorado Hartford, Connecticut Longview and Tyler, Texas Salt Lake City, Utah Toledo, Ohio and West Palm Beach, Florida. To support the test, franchisees in those markets have added a drink mixer and counter-top mixer. “Our alliance with them represents a perfect fit between the two brands.” “Halo Top disrupted the ice cream category by offering delicious ice cream with just 280 to 360 calories and 20 grams of protein per pint,” Van Popering said.
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