Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of limited service restaurants, at current prices, 2009-19
- Market drivers
- Competitive context
- The consumer
- Breakfast and snacking dayparts are where sandwich operators can grow their brands
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- Figure 2: Correspondence Analysis, October 2014
- Online/mobile ordering is an important medium for consumers to order sandwiches, and for operators to target core demographics
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- Figure 3: LSR sandwich, sub, wrap concept ordering method, July 2014
- Hispanics are not only an opportunity, but they are also a moving target for sandwich, sub, and wrap operators
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- Figure 4: LSR sandwich, sub, wrap concept changes in behavior – More, by race/Hispanic origin, July 2014
- What we think
Issues and Insights
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- The sandwich, sub, and wrap category is popular with Americans, but has stiff competition
- The issues
- The implications
- Consumers expect fresh ingredients, healthy options, and the ability to customize at sandwich, sub, and wrap locations
- The issues
- The implications
- Improvements in ordering methods and where consumers are eating their sandwiches lead the way to new menu options
- The issues
- The implications
Trend Application
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- Trend: Life Hacking
- Trend: Patriot Games
- Trend: Locavore
Market Size and Forecast
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- Key points
- Market size and forecast
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- Figure 5: Total US sales and forecast of limited service restaurants, at current prices, 2009-19
- Figure 6: Total US sales and forecast of limited service restaurants, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 7: Total US sales and fan chart forecast of limited service restaurants, at current prices, 2009-19
Market Drivers
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- Key points
- Consumer confidence
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- Figure 8: Consumer confidence index, January 2004-March 2014
- Unemployment
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- Figure 9: US unemployment and underemployment rates, January 2007-July 2014
- Rising food costs
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- Figure 10: Consumer Price Index – average price data: beef and chicken
- Sandwich shops are popular in America, but messaging could be lost among the crowd
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- Figure 11: LSR sandwich, sub, wrap concept usage, July 2014
- Obesity rates
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- Figure 12: American adults, by weight category, as determined by body mass index (BMI), 2008-14
- Gluten-free
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- Figure 13: Other reasons for eating gluten-free foods, top 10, by percentage of respondents, June 2014
Innovations and Innovators
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- Quality
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- Figure 14: Jersey Mike’s, A Sub Above ad, April 2014
- Online and smartphone presence
- Value
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- Figure 15: Subway, SUBtember, September 2013
Competitive Context
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- Key points
- LSR hamburgers
- LSR salads
- At-home sandwiches
Marketing Strategies
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- Overview
- Healthy and holistic
- Breads are no longer sandwiching sandwiches
- Subway’s new ads remind Americans that its brand is focused on health
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- Figure 16: Subway, Tried CropFit? ad, September 2014
- Firehouse Subs launches new menu with sandwiches under 500 calories
- Panera makes its move to expand past whole wheat breads
- Customization
- Condiments are getting the customizable treatment
- Arby’s Meat Mountain is love at first ad
- Bread Zeppelin gives new life to wraps, salads, and wrapped salads
- Ethnic and authentic sandwiches
- Indian flavors are poised to make it big in the US through wraps
- Which Wich launched US regional sandwiches
- Grilled cheese proves to be authentic and adventurous
Menu Analysis
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- Although sandwiches are menued on hundreds of menus, sandwich incidence has decreased
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- Figure 17: Top 10 sandwiches, by incidence, Q2 2011-Q2 2014
- Flatbreads and other healthy-perceived breads are gaining traction on menus
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- Figure 18: Top 20 sandwich breads, by incidence, Q2 2011-Q2 2014
- Sausage and chicken were the only proteins to post growth over the last three years
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- Figure 19: Top 10 sandwich proteins, by incidence, Q2 2011-Q2 2014
- Figure 20: Top 10 sandwich sauces, by incidence, Q2 2011-Q2 2014
- Subs have fared better than sandwiches, as they have increased incidence on menus
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- Figure 21: Top 10 sandwiches, by incidence, Q2 2011-Q2 2014
- Increase in sub menu mentions accounts for fewer decreases in ingredients
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- Figure 22: Top 20 sub ingredients, by incidence, Q2 2011-Q2 2014
- As more subs appear on menus, both meats and sauces are increasing as well
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- Figure 23: Top 10 sub proteins, by incidence, Q2 2011-Q2 2014
- Figure 24: Top 5 sub sauces, by incidence, Q2 2011-Q2 2014
- Wrap
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- Figure 25: Top 5 wrap types, by incidence, Q2 2011-Q2 2014
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 26: Key Performance indicators, selected sandwich, sub, and wrap brands, Sept, 15, 2013-Sept, 14, 2014
- Brand usage and awareness
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- Figure 27: Brand usage and awareness of sandwich, sub, and wrap brands, July 2014
- Interaction with brands
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- Figure 28: Interaction with sandwich, sub, and wrap brands, July 2014
- Leading online campaigns
- Social giving for social good
- Social voting
- What we think
- Online conversations
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- Figure 29: Online mentions, selected sandwich, sub, and wrap brands, Sept. 15, 2013-Sept. 14, 2014
- Where are people talking about sandwich, sub, and wrap brands?
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- Figure 30: Mentions by page type, selected sandwich, sub, and wrap brands, Sept. 15, 2013-Sept. 14, 2014
- What are people talking about online?
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- Figure 31: Mentions by topic of conversation, selected sandwich, sub, and wrap brands, Sept. 15, 2013-Sept. 14, 2014
Correspondence Analysis – LSR: Sandwich, Sub, and Wrap Concepts – October 2014
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- Methodology
- Sandwich, sub, and wrap restaurants that can expand the reach beyond just lunch and dinner can attract a larger customer base
- The data
- The issues
- The implications
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- Figure 32: Correspondence Analysis, October 2014
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- Figure 33: LSR sandwich, sub, wrap concept dayparts, October 2014
Consumer Data – Overview
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- LSR sandwich, sub, and wrap visits are prevalent among US consumers
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- Figure 34: LSR sandwich, sub, wrap concept usage, July 2014
- Consumers are dining in at sandwich restaurants, but utilize service modes to get their food while on the go
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- Figure 35: LSR sandwich, sub, wrap concept ordering method, July 2014
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- Figure 36: LSR sandwich, sub, wrap concept consumption place, July 2014
- Sandwich category consumers are looking for more healthful items, as well as sandwiches at a good price
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- Figure 37: LSR sandwich, sub, wrap concept changes in behavior, July 2014
- Buy one, get one and value menus are desired at sandwich restaurants
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- Figure 38: LSR sandwich, sub, wrap concept deals, July 2014
- Affordable and fresh drive consumers when deciding what sandwich restaurant to visit
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- Figure 39: LSR sandwich, sub, wrap concept drivers, July 2014
- Health has stronger ties to sandwich shops; customization and more options are top desires among customers
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- Figure 40: LSR sandwich, sub, wrap concept attitudes, July 2014
Consumer Data – By Segment
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- Key points
- Consumers are more likely to sit down and eat at fast casual, as well as use mobile and online technology to order
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- Figure 41: LSR sandwich, sub, wrap concept consumption place, by restaurant segments, July 2014
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- Figure 42: LSR sandwich, sub, wrap concept ordering method, by restaurant segments, July 2014
- Customers who visited fast casual sandwich restaurants are visiting and spending more versus last year
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- Figure 43: LSR sandwich, sub, wrap concept changes in behavior – More, by restaurant segments, July 2014
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- Figure 44: LSR sandwich, sub, wrap concept drivers, by restaurant segments, July 2014
- Fast casual restaurant users desire mobile and online deals
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- Figure 45: LSR sandwich, sub, wrap concept deals, by restaurant segments, July 2014
- Fast casual users still seek more than the status quo when it comes to sandwiches
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- Figure 46: LSR sandwich, sub, wrap concept attitudes – Any agree, by restaurant segments, July 2014
Consumer Data – By Restaurant Cuisine
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- Key points
- Wrap restaurants are enticing customers to eat in the restaurant, as well as order their foods online or via mobile
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- Figure 47: LSR sandwich, sub, wrap concept consumption place, by restaurant types, July 2014
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- Figure 48: LSR sandwich, sub, wrap concept ordering method, by restaurant types, July 2014
- Health is a prevalent need at all sandwich restaurants, but more so at wrap
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- Figure 49: LSR sandwich, sub, wrap concept changes in behavior – More, by restaurant types, July 2014
- Dealing preferences differ by sandwich restaurant type
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- Figure 50: LSR sandwich, sub, wrap concept deals, by restaurant types, July 2014
- All restaurant types can benefit from expanding and innovating their menus
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- Figure 51: LSR sandwich, sub, wrap concept attitudes – Any agree, by restaurant types, July 2014
Consumer Data – By Daypart
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- Key points
- Consumers snack on sandwiches everywhere, thus restaurants need to cater to these customers
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- Figure 52: LSR sandwich, sub, wrap concept consumption place, by daypart, July 2014
- Growth opportunities lie within snacking
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- Figure 53: LSR sandwich, sub, wrap concept changes in behavior – More, by daypart, July 2014
- Consumers are less likely to use technologically advanced dealing during lunch or dinner
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- Figure 54: LSR sandwich, sub, wrap concept deals, by daypart, July 2014
- Consumers have different needs by daypart
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- Figure 55: LSR sandwich, sub, wrap concept drivers, by daypart, July 2014
- Sandwich/subs/wraps can offer variety during the snacking daypart
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- Figure 56: LSR sandwich, sub, wrap concept attitudes – Any agree, by daypart, July 2014
Consumer Data – By Order Placing
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- Key points
- Quick order placing allows for customers to eat their foods anywhere
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- Figure 57: LSR sandwich, sub, wrap concept consumption place, by order placing, July 2014
- Mobile users spend more and visit sandwich shops more often versus year ago
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- Figure 58: LSR sandwich, sub, wrap concept changes in behavior – More, by order placing, July 2014
- Affordable is not always the top attribute when it comes to how consumers order their food
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- Figure 59: LSR sandwich, sub, wrap concept drivers, by order placing, July 2014
Consumer Data – By Gender
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- Key points
- Men are more likely to order sandwiches through delivery, mobile, and online
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- Figure 60: LSR sandwich, sub, wrap concept consumption place, by gender, July 2014
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- Figure 61: LSR sandwich, sub, wrap concept ordering method, by gender, July 2014
- Men are visiting and spending more at sandwich/sub/wrap locations; women are preparing more food at home
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- Figure 62: LSR sandwich, sub, wrap concept changes in behavior – More, by gender, July 2014
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- Figure 63: LSR sandwich, sub, wrap concept drivers, by gender, July 2014
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- Figure 64: LSR sandwich, sub, wrap concept attitudes – Any agree, by gender, July 2014
- Men would like to see more limited-time offers at sandwich/sub/wrap restaurants
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- Figure 65: LSR sandwich, sub, wrap concept deals, by gender, July 2014
Consumer Data – By Generation
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- Key points
- Millennials are more apt to eat sandwiches in different locales
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- Figure 66: LSR sandwich, sub, wrap concept consumption place, by generations, July 2014
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- Figure 67: LSR sandwich, sub, wrap concept ordering method, by generations, July 2014
- Baby Boomers are preparing more food at home; Millennials are visiting, spending, and customizing more at sandwich/sub/wrap shops
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- Figure 68: LSR sandwich, sub, wrap concept changes in behavior – More, by generations, July 2014
- Older generations enjoy traditional deals, younger generations look for loyalty programs and online discounts
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- Figure 69: LSR sandwich, sub, wrap concept deals, by generations, July 2014
- Baby Boomers and Swing Generation consider affordability and freshness; Millennials look for ethical, portable, and dietary options
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- Figure 70: LSR sandwich, sub, wrap concept drivers, by generations, July 2014
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- Figure 71: LSR sandwich, sub, wrap concept attitudes – Any agree, by generations, July 2014
Consumer Data – By Income
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- Key points
- Affluent consumers eat their sandwiches in the restaurant at a higher rate than other income groups
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- Figure 72: LSR sandwich, sub, wrap concept consumption place, by household income, July 2014
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- Figure 73: LSR sandwich, sub, wrap concept ordering method, by household income, July 2014
- Consumers with incomes of $100K+ are visiting and spending more at sandwich shops, but are also visiting other restaurants more often as well
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- Figure 74: LSR sandwich, sub, wrap concept changes in behavior – More, by household income, July 2014
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- Figure 75: LSR sandwich, sub, wrap concept changes in behavior – More, by household income, July 2014
- Dealing preferences also differ by income
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- Figure 76: LSR sandwich, sub, wrap concept deals, by household income, July 2014
- Affluent consumers place importance on ethical, health, and authentic
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- Figure 77: LSR sandwich, sub, wrap concept drivers, by household income, July 2014
Consumer Data – By Race
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- Key points
- Where consumers eat their sandwich purchases differs by race
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- Figure 78: LSR sandwich, sub, wrap concept consumption place, by race/Hispanic origin, July 2014
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- Figure 79: LSR sandwich, sub, wrap concept ordering method, by race/Hispanic origin, July 2014
- Health is important to other race consumers
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- Figure 80: LSR sandwich, sub, wrap concept drivers, by race/Hispanic origin, July 2014
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- Figure 81: LSR sandwich, sub, wrap concept attitudes – Any agree, by race/Hispanic origin, July 2014
Consumer Data – By Hispanic/Non-Hispanic
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- Key points
- Hispanics are heavier users of sandwich/sub/wrap restaurants and utilize other ordering methods
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- Figure 82: LSR sandwich, sub, wrap concept usage, by race/Hispanic origin, July 2014
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- Figure 83: LSR sandwich, sub, wrap concept ordering method, by race/Hispanic origin, July 2014
- Hispanics are another moving target for sandwich/sub/wrap restaurants
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- Figure 84: LSR sandwich, sub, wrap concept changes in behavior – More, by race/Hispanic origin, July 2014
- Hispanics seek innovation on sandwich/sub/wrap menus
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- Figure 85: LSR sandwich, sub, wrap concept drivers, by race/Hispanic origin, July 2014
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- Figure 86: LSR sandwich, sub, wrap concept attitudes – Any agree, by race/Hispanic origin, July 2014
Consumer Data – By Region
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- Key points
- Coupons are being utilized in the Northeast and Midwest, while the West has been increasing its customized sandwich/sub/wrap items
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- Figure 87: LSR sandwich, sub, wrap concept changes in behavior – More, by region, July 2014
- Consumers in the Northeast and the West are interested in upscale, ethical, authentic sandwich offerings
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- Figure 88: LSR sandwich, sub, wrap concept drivers, by region, July 2014
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- Figure 89: LSR sandwich, sub, wrap concept attitudes – Any agree, by region, July 2014
Appendix – Mintel Menu Insights
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- Figure 90: Top 20 sandwich ingredients, by incidence, Q2 2011-Q2 2014
- Figure 91: Top 20 sub breads, by incidence, Q2 2011-Q2 2014
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- Figure 92: Top 5 sub claims, by incidence, Q2 2011-Q2 2014
- Figure 93: Top 20 wrap ingredients, by incidence, Q2 2011-Q2 2014
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- Figure 94: Top 5 wrap sauces, by incidence, Q2 2011-Q2 2014
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Appendix – By Segment
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- Figure 95: LSR sandwich, sub, wrap concept ordering method, by restaurant segments, July 2014
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Appendix – By Restaurant Type
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- Figure 96: LSR sandwich, sub, wrap concept usage, by restaurant types, July 2014
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Appendix – By Restaurant Cuisine
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- Figure 97: LSR sandwich, sub, wrap concept ordering method, by restaurant types, July 2014
- Figure 98: LSR sandwich, sub, wrap concept changes in behavior – More, by restaurant types, July 2014
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- Figure 99: LSR sandwich, sub, wrap concept deals, by restaurant types, July 2014
- Figure 100: LSR sandwich, sub, wrap concept attitudes – Any agree, by restaurant types, July 2014
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Appendix – By Daypart
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- Figure 101: LSR sandwich, sub, wrap concept ordering method, by daypart, July 2014
- Figure 102: LSR sandwich, sub, wrap concept changes in behavior – More, by daypart, July 2014
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- Figure 103: LSR sandwich, sub, wrap concept deals, by daypart, July 2014
- Figure 104: LSR sandwich, sub, wrap concept attitudes – Any agree, by daypart, July 2014
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Appendix – By Ordering Method
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- Figure 105: LSR sandwich, sub, wrap concept usage, by order placing, July 2014
- Figure 106: LSR sandwich, sub, wrap concept changes in behavior – More, by order placing, July 2014
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- Figure 107: LSR sandwich, sub, wrap concept deals, by order placing, July 2014
- Figure 108: LSR sandwich, sub, wrap concept attitudes – Any agree, by order placing, July 2014
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Appendix – By Gender
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- Figure 109: LSR sandwich, sub, wrap concept usage, by gender, July 2014
- Figure 110: LSR sandwich, sub, wrap concept ordering method, by gender, July 2014
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- Figure 111: LSR sandwich, sub, wrap concept drivers, by gender, July 2014
- Figure 112: LSR sandwich, sub, wrap concept attitudes – Any agree, by gender, July 2014
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Appendix – By Generation
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- Figure 113: LSR sandwich, sub, wrap concept usage, by generations, July 2014
- Figure 114: LSR sandwich, sub, wrap concept ordering method, by generations, July 2014
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Appendix – By Income
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- Figure 115: LSR sandwich, sub, wrap concept usage, by household income, July 2014
- Figure 116: LSR sandwich, sub, wrap concept ordering method, by household income, July 2014
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- Figure 117: LSR sandwich, sub, wrap concept changes in behavior – more, by household income, July 2014
- Figure 118: LSR sandwich, sub, wrap concept deals, by household income, July 2014
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- Figure 119: LSR sandwich, sub, wrap concept attitudes – Any agree, by household income, July 2014
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Appendix – By Race
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- Figure 120: LSR sandwich, sub, wrap concept usage, by race/Hispanic origin, July 2014
- Figure 121: LSR sandwich, sub, wrap concept ordering method, by race/Hispanic origin, July 2014
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- Figure 122: LSR sandwich, sub, wrap concept changes in behavior – More, by race/Hispanic origin, July 2014
- Figure 123: LSR sandwich, sub, wrap concept deals, by race/Hispanic origin, July 2014
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- Figure 124: LSR sandwich, sub, wrap concept drivers, by race/Hispanic origin, July 2014
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Appendix – By Hispanic/Non-Hispanic
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- Figure 125: LSR sandwich, sub, wrap concept usage, by race/Hispanic origin, July 2014
- Figure 126: LSR sandwich, sub, wrap concept consumption place, by race/Hispanic origin, July 2014
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- Figure 127: LSR sandwich, sub, wrap concept ordering method, by race/Hispanic origin, July 2014
- Figure 128: LSR sandwich, sub, wrap concept deals, by race/Hispanic origin, July 2014
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- Figure 129: LSR sandwich, sub, wrap concept attitudes – Any agree, by race/Hispanic origin, July 2014
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Appendix – By Region
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- Figure 130: LSR sandwich, sub, wrap concept usage, by region, July 2014
- Figure 131: LSR sandwich, sub, wrap concept consumption place, by region, July 2014
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- Figure 132: LSR sandwich, sub, wrap concept ordering method, by region, July 2014
- Figure 133: LSR sandwich, sub, wrap concept deals, by region, July 2014
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- Figure 134: LSR sandwich, sub, wrap concept attitudes – Any agree, by region, July 2014
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Appendix – By Parents
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- Figure 135: LSR sandwich, sub, wrap concept usage, by parents with children in household, July 2014
- Figure 136: LSR sandwich, sub, wrap concept consumption place, by parents with children in household, July 2014
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- Figure 137: LSR sandwich, sub, wrap concept ordering method, by parents with children in household, July 2014
- Figure 138: LSR sandwich, sub, wrap concept changes in behavior – More, by parents with children in household, July 2014
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- Figure 139: LSR sandwich, sub, wrap concept deals, by parents with children in household, July 2014
- Figure 140: LSR sandwich, sub, wrap concept drivers, by parents with children in household, July 2014
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- Figure 141: LSR sandwich, sub, wrap concept attitudes – Any agree, by parents with children in household, July 2014
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Appendix – Social Media
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- Key brand metrics
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- Figure 142: Key social media indicators of selected sandwich, sub, and wrap brands, September 2014
- Online conversations
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- Figure 143: Online mentions, selected sandwich, sub, and wrap brands, Sept. 15, 2013-Sept.14, 2014
- Brand usage or awareness
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- Figure 144: Brand usage or awareness, July 2014
- Figure 145: Firehouse Subs usage or awareness, by demographics, July 2014
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- Figure 146: Einstein Bros Bagels usage or awareness, by demographics, July 2014
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- Figure 147: Jersey Mike’s usage or awareness, by demographics, July 2014
- Figure 148: Penn Station East Coast Subs usage or awareness, by demographics, July 2014
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- Figure 149: Pita Pit usage or awareness, by demographics, July 2014
- Figure 150: Which Wich usage or awareness, by demographics, July 2014
- Activities done
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- Figure 151: Activities done, July 2014
- Figure 152: Firehouse Subs – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 153: Firehouse Subs – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 154: Firehouse Subs – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 155: Firehouse Subs – Activities done – I have researched the brand on social media to, by demographics, July 2014
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- Figure 156: Einstein Bros Bagels – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 157: Einstein Bros Bagels – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 158: Einstein Bros Bagels – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 159: Einstein Bros Bagels – Activities done – I have researched the brand on social media to, by demographics, July 2014
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- Figure 160: Jersey Mike’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 161: Jersey Mike’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 162: Jersey Mike’s – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 163: Jersey Mike’s – Activities done – I have researched the brand on social media to, by demographics, July 2014
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- Figure 164: Penn Station East Coast Subs – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 165: Penn Station East Coast Subs – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 166: Penn Station East Coast Subs – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 167: Penn Station East Coast Subs – Activities done – I have researched the brand on social media to, by demographics, July 2014
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- Figure 168: Pita Pit – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 169: Pita Pit – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 170: Pita Pit – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 171: Pita Pit – Activities done – I have researched the brand on social media to, by demographics, July 2014
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- Figure 172: Which Wich – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 173: Which Wich – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 174: Which Wich – Activities done – I follow/like the brand on social media because, by demographics, July 2014
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- Figure 175: Which Wich – Activities done – I have researched the brand on social media to, by demographics, July 2014
Appendix – Trade Associations
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