Rich’s Sub Rolls
Sales Training Guide
May 2012
Why Subs?
Call them subs, hoagies or heroes; these classic sandwiches continue
to be among consumers’ favorites!
•
•
•
Sub sandwiches rank 5th
highest in percentage of
consumers buying them once a
month and 3rd in weekly
consumption*.
The “Subway Effect”: For 3
years in a row, consumers
ranked Subway first among
large QSR chains for Top
Healthy Option, Top Service
and Most Popular.
% Purchasing
Once a Month +
Burger
49%
Deli Sanwich
88%
39%
37%
76%
39%
Chicken Breast Sandwich
29%
41%
70%
Submarine, Hoagie or Hero
30%
39%
69%
Taco/Burrito
26%
Breakfast Sandwich
33%
42%
68%
28%
61%
49%
Wrap
17%
Hot Dog
15%
30%
45%
Salad Sandwich
16%
28%
44%
Mini-Sandwich
15%
0%
Once A Week+
32%
41%
26%
20%
40%
60%
80%
100%
Once Every 2-4 Weeks
Made-to-order sandwiches, health-inspired market positioning and the
consumer-friendly $5 Footlong campaign are the main drivers of consumer
satisfaction within the sub chain**.
Subway’s success has not gone unnoticed with FS operators. Today,
many are looking for solutions to help them menu a similar offering.
*Source: Technomic Sandwich Report, 2012
** Source: QSR magazine 2011 (Zagat annual survey)
2
What Makes Subs So Popular?
For Consumers:
• They like that subs are usually made-to-order.
• They love that they can pick their own ingredients.
• Can be a good go-to sandwich for those seeking comfort
food/nostalgia.
• Subs (via Subway’s “Jared” campaign) have also developed a
Healthy Halo.
• Subs are readily accessible, quick and portable.
• Subs offer a good value for the money.
• They are often served on FRESH BAKED BREAD.
For the Operator:
• Subs continue to be in demand.
• Subs are versatile; with just a dozen basic fillings and two
roll doughs, an operator can offer an infinite combination of
sandwiches on several different varieties of bread.
• Subs are inexpensive and easy to prepare.
3
Rich’s Line of Sub and Hoagie Rolls
Rich’s has an extensive line of sub and hoagie rolls, meeting the needs of any operator:
• Available in different formats: Proof-and-bake (dough) and Par-Baked.
• Available in different lengths and weight.
• Available in different varieties (white, wheat, crusty, soft, etc.).
Product
Code
Product Name
Units
per
Case
Unit
Weight
Description
PROOF-AND-BAKE (DOUGH)
White
03148
Submarine Roll Dough
72
4 oz
Soft, white sub roll; approx. 8" in length. Proof-and-bake format.
03199
Hoagie Roll Dough
Deluxe White Sub Roll
Dough
Deluxe French Sub Roll
Dough
120
2.75 oz
Soft, white sub roll; approx. 7" in length. Proof-and-bake format.
60
7.5 oz
Soft, white sub roll; approx. 12" in length. Proof-and-bake format.
60
6 oz
Light, crusty sub roll; approx.11" in length. Proof-and-bake format.
18155
French Sub Roll Dough
100
4.875 oz
Light, crusty sub roll; approx. 9" in length. Proof-and-bake format.
08763
Sub Roll Dough Made with
Whole Grains
60
7.5 oz
Soft 7.5-oz (approx. 12") sub roll made with white wheat and a touch of real
honey. Contains 51% whole grains, meets claim of “a good source of fiber” and
has no HFCS or trans fat. Proof-and-bake format.
08803
Deluxe Wheat Sub Roll
Dough
60
6 oz
Soft, wheat sub roll; approx. 11" in length. Proof-and-bake format.
14306
Wheat Sub Roll Dough
100
4.875 oz
Soft, wheat sub roll; approx. 9" in length. Proof-and-bake format.
18147
Deluxe Wheat Sub Roll
Dough
60
7.5 oz
Soft, wheat sub roll; approx. 12" in length. Proof-and-bake format.
18181
Wheat Sub Roll Dough
60
7.5 oz
Soft, wheat sub roll; approx. 12" in length. Proof-and-bake format.
74579
Wheat Hoagie Roll Dough
75
4 oz
Soft, wheat hoagie roll dough; approx. 7.5" long. Proof-and-bake format.
89228
White Footlong Sub Roll
42
7.5 oz
Hearty white sub roll; approx. 12" in length. Par-baked format.
87799
French Sub Roll
72
3.5 oz
Hearty white sub roll; approx. 7" in length. Par-baked format.
18148
08790
Wheat
PAR-BAKED
White
Wheat
89690
Hoagie Roll
75
4 oz
Hoagie roll with crusty exterior and soft interior textures; approx. 7.5" long. Parbaked format.
89676
Wheat Footlong Sub Roll
42
7.5 oz
Wheat sub roll, approx. 12" in length. Par-baked format.
4
Target Segments and Key Message
Colleges &
Universities
Sub and Pizza
Shops
B&I and
Hospitals
(Retail)
C-Stores
Key Messages:
–
Rich’s offers a wide selection of quality sub rolls in different formats,
lengths and varieties.
–
Rich’s Sub Rolls are consistent over time and across regions.
–
Rich’s sales and culinary team can help you implement a successful
sub program that will allow you to drive traffic.
5
Key Competitors in Sub Rolls Category
The key competitors vary by product format:
1. Proof-and-Bake (Dough) Competitors:
–
–
–
–
Pennant (Fresh Start Bakery / Aryzta)
Baker Boy
Wenner
Gonella
2. Par-Baked Competitors:
–
–
–
Signature Breads
Alpha Baking
Turano
3. Fully Baked Competitors:
–
–
Local DSD companies (Costanzo’s, etc.)
Large regional or national DSD or frozen companies (Alpha Baking, Flowers, Bimbo, etc.)
6
Pricing Position vs. Competitors
Rich’s Sub Rolls are priced competitively in the marketplace:
Rich Products 3-1-12
Item
Description
Pack
Unit
Sub Roll Dough
08790
Deluxe French Sub
Roll Dough
60
6
$26.04 $0.43 $0.07 8514603752
08803
Deluxe Wheat Sub
60
6
08790
Deluxe French Sub
60
Deluxe Wheat Sub
60
4
Item
03148
08803
72
Net
Wt.
TL Price/ Price/
(oz.) Price Unit
oz.
$23.37 $0.32 $0.08 8514602336
Description
Frz Dough Sandwich Long
Hoagie JM 7.5"
-$0.06
-$0.01
72
5.5 $27.32 $0.38 $0.07
-$0.09
-$0.01
$26.72 $0.45 $0.06
$0.01
-$0.01
7
$30.35 $0.51 $0.07
$0.04
-$0.01
8
$25.92 $0.46 $0.06
-$0.03
-$0.01
8 $31.13 $0.56 $0.07
2.75 $30.02 $0.21 $0.08
$0.03
$0.00
$0.00
$0.00
6
60
56
56
144
Rich Products 3-1-12
Net
Wt.
TL Price/ Price/
(oz.) Price Unit
oz.
Description
Pack
Unit
08790
Deluxe French Sub
Roll Dough
60
6
08803
Deluxe Wheat Sub
60
6
Net
Pack Wt.
TL Price/ Price/ variance variance
Unit (oz.) Price Unit
oz. (per unit) (per oz.)
Item
Description
$26.04 $0.43 $0.07
011351
Submarine Roll Dough
72
6
$46.75 $0.65 $0.11
$0.22
$0.04
$27.90 $0.47 $0.08
011352
Honey Wheat Submarine Dough
72
6
$49.55 $0.69 $0.11
$0.22
$0.03
Item
Description
3.5 $30.67 $0.43 $0.12
31710
7" Split Top Hoagie French Roll
6.0" Hoagie +/- ½" Variance
(Hinge Slice)
$38.25 $0.51 $0.13
Competitor price
vs. RPC
Alpha 1-31-08*
Net
Wt.
TL Price/ Price/
(oz.) Price Unit
oz.
4
Competitor price
vs. RPC
Baker Boy 10-7-11
Rich Products 3-1-12
75
5.5 $26.62 $0.37 $0.07
7
Frz Dough Sandwich Long Sub
7.5 $31.34 $0.52 $0.07 8514603432
Wheat 12.5"
2.75 $24.88 $0.21 $0.08 8514603570 Sandwich Roll Hoagie White 6"
Hoagie Roll
72
60
60
120
89690
$0.00
Frz Dough Sandwich Long Sub
$27.90 $0.47 $0.08 8514602340
Wheat 11.0"
Deluxe Wheat Sub
Hoagie Roll Dough
72
-$0.01
Frz Dough Sandwich Long Sub
White 11.0"
18147
03199
7" French Sub Roll
$28.30 $0.31 $0.08
$26.04 $0.43 $0.07 8514602339
60
87799
4
6
Deluxe White Sub
Description
90
$27.90 $0.47 $0.08 8514603787
18148
Item
Net
Pack Wt.
TL Price/ Price/ variance variance
Unit (oz.) Price Unit
oz. (per unit) (per oz.)
Frz Dough Submarine White
11.5"
Frz Dough Sandwich Long
Wheat 11.25"
Frz Dough Sandwich Long Sub
7.5 $29.49 $0.49 $0.07 8514604969
White 12.5"
Pack
Unit
Competitor price
vs. RPC
Pennant 3-14-11
31656
*Alpha Baking & Turano Price based off 2008 pricelist – assumed 20% increase
Net
Pack Wt.
TL Price/ Price/ variance variance
Unit (oz.) Price Unit
oz. (per unit) (per oz.)
45
3.6 $17.45 $0.39 $0.11
-$0.04
-$0.01
60
2.75 $19.15 $0.32 $0.12
-$0.19
-$0.01
7
Subs/Hoagies on the Menu
QSR:
• 38% penetration
• -3.9 pt. from 2007
• Median Price = $5.54
Midscale:
• 25.4% penetration
• -0.2 pt. from 2007
• Median Price = $6.52
Casual:
• 25.4% penetration
• -1.6 pt. from 2007
• Median Price = $7.16
Examples of featured Subs/Hoagies in each segment:
Asian Chicken
Toasted Sub
Tender chicken breasts
marinated in an Asian ginger
sauce and toasted to
perfection.
Source: Datassential MenuTrends Database, 2011
Firecracker Fish
Sandwich
Two panko-breaded cod
fillets, golden fried and topped
with our spicy Boom Boom
sauce. Served with crisp
lettuce and tomato slices on a
grilled hoagie roll with a side
of potato zips and zesty
pineapple coleslaw.
Savory Ham,
Bacon & BBQ
Sandwich
Grilled deli-sliced ham, moist
Carolina pulled pork BBQ and
applewood-smoked sliced
bacon all together in a toasted
hoagie roll with Carolina Gold
BBQ sauce. Served with
French fries and onion rings.
RPC Sub Pricing vs. Operator Menu Pricing
•
As a rule of thumb, most of RPC’s sub roll dough ranges in price
between $0.07 and 0.08 per oz. (TL).
•
PC 18148 Deluxe Sub Dough 7.5 oz. (bakes to 12"):
– Is priced $0.49/roll into distribution.
– Operator cost after distributor markup (assume 20%) is $0.59/roll.
– Operators can appeal to “value” consumers by offering combo
meals consisting of a 6" sub, side and drink.
– The dough format allows operators a lot of flexibility in their sub
roll programs. Various sizes, shapes, and flavors all in one SKU.
• The options for customization are limitless.
• Allows operators to test new options and keep their menus fresh/on
trend
•
Suggested Menu Price: Retail from $5.54 to $7.75+
– Based on both the length of sandwich and the segment
*Source: Datassential MenuTrends 2011
9
How to Execute a Made-to-Order Sub Program
1. Helping the operator choose the right bread format:
All Bread & Roll formats offer advantages and challenges; choose the one that works best in your
operation and delivers on your menu concept:
•
Proof-and-Bake Dough
– Advantages: Allows customization of the rolls by changing the length of the roll dough or
adding different toppings to the thawed dough.
– Challenges: Requires a little more skill and preparation time, but large QSR chains have
shown that it’s not that hard!
•
Par-Baked
– Advantages: Very quick and easy to prepare. Pull desired quantity from the freezer, pan
and bake for a few minutes!
– Limitations: Customization is limited to cutting the rolls into different lengths.
Proof-and-Bake sub roll tip:
With just one sub roll dough, operators can
easily offer a multitude of bread varieties for
their consumers to choose from. They can
sprinkle herbs, cheeses or cornmeal; the
possibilities are endless.
Help them create their own signature sub
rolls by choosing toppings that fit with
their overall menu themes!
10
How to Execute a Made-to-Order Sub Program
2. Helping the operator move the line quickly
The biggest challenge in executing a fresh sub program is time. Have the consumers pick their
options quickly so that they don’t hold up the line and for the staff, assembling the subs in “real
time” and getting everyone their food in a timely manner. This is especially important during the
lunch period.
Tips to move the line quickly:
• Prepare all the ingredients and materials ahead of time.
– Sub rolls are baked, cooled and sliced (first slice along the bun, leaving a hinge on one side,
then slice in halves depending on desired portion size).
– Vegetables are washed, sliced and put in individual containers.
• Use signage to guide the consumers through the selection process.
– Clearly identify what options they have and display them in order of preparation (e.g., Step
#1: choose white or wheat bread, Step #2: choose one of the following meats, etc.).
– Place one or more of these signs well before the preparation counter so that consumers
can start thinking of their selection while they wait in line.
• In certain operations such as K-12 Schools, C&U or Hospitals (a-la-carte), consider offering
consumers the option to buy a pre-made sub if they don’t want to wait to get a custom-made
one. Simply prepare a number of subs in a few of the most popular varieties ahead of time and
clearly identify what’s inside each of them.
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How to Execute a Made-to-Order Sub Program
3. Ingredient options operators should offer:
– Bread: offer at least basic white and wheat options.
• Additional alternatives if using a dough format: bread sprinkled with Parmesan cheese,
Italian herbs, cornmeal, oats, jalapeno peppers, etc.
– Protein: offer at least 3-4 options.
• Most popular sub meats are turkey and ham.
• Other alternatives to add variety include salami, roast beef, BBQ pulled pork, tuna salad,
shrimp, meatballs, chicken breast / strip, pepperoni.
– Cheese: offer at least 2 options.
• Most popular sub cheeses are American and provolone.
• Other alternatives include Monterey Jack, Swiss, cheddar.
– Vegetables: offer at least 3-4 options.
• Most popular sub vegetables are shredded iceberg lettuce and tomato slices.
• Other options include cucumber slices, pickle slices, onions, black olives, bell pepper
slices, jalapeno rings, spinach, avocado slices.
– Dressing and seasonings: offer at least 3 options.
•Most popular are mustard and mayo.
•Other alternatives include ranch or Caesar dressing, “spicy chipotle sauce,” honey
mustard, olive oil, & vinegar.
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How to Execute a Made-to-Order Sub Program
4. Other tips to help operators execute a successful fresh sub program:
• Subs should be assembled in this order: bread, meat, cheese, veggies, dressing/seasoning.
• Meat slices should be folded in half to create more thickness and increase the flavor of the meat
in the sandwich.
• Vegetables should be layered in order of size, starting from the largest to the smallest. For
example, lettuce leaves come first, then tomato slices, cucumber slices and olive slices.
13
How to Proof-and-Bake Rich’s Sub Roll Dough
14
Accelerated Cooking Solutions: Footlong Sub
White Footlong Sub Roll, Par-Baked
Category: Sandwich Solutions
Product code: 89228
Oven Cook Settings
•
•
•
•
•
•
•
•
•
•
•
Merrychef E4
Oven temp: 500°F
Cook time: 1:05 minutes
Stage 1: time 1:05, air 100%, mic 75%
Stage 2: add bun to basket
time 0:20, air 100%, mic 20%
Turbo Chef Tornado w/Panini Stone
Oven temp: 500°F
IR temp: 700°F
Cook time: 60 seconds plus 20 seconds
Stage 1: Time 100%, air 70%, mic 90%
Remove shrimp; execute separate toast
setting bun for an additional 20 seconds
Stage 2: Time 100%, fan 100% mic 15%
Procedure
Ingredients: ½ of the Footlong Sub (89228) cut, 4 oz.
of Bakeable Popcorn Shrimp (80622), ½ cup of
shredded lettuce, 2 oz. of Chipotle Remoulade
Utensils: oven peel, mesh basket
Prep:
1. Place shrimp in the basket and execute popcorn
shrimp setting.
2. Butter inside of the sub bun and place in basket
when prompted by the E4. For the Turbo Chef,
remove the shrimp from the oven and toast the
bun separately.
3. Remove the shrimp and bun from oven, place
shrimp in the bun apply remoulade, top with
shredded lettuce and serve.
15
How to Proof-and-Bake Rich’s Sub Roll Dough
Proof-and-Bake Troubleshooting Tips
What if…
•
The dough won’t proof?
– Proofing temperature was too high, or the dough was out of code or
went through a thaw/refreeze period.
•
The dough is too dense or too airy?
– The dough was improperly proofed, or it went through excessive oven
heat, which has caused the outside to brown before the inside was
done baking.
•
The dough rolls are stuck together in the case?
– The dough went through a thaw/re-freeze period. To fix, let desired
quantity thaw slightly. Separate pieces, then re-shape if needed, then
proceed with normal proof-and-bake steps.
16
Bottom Line
•
•
•
•
•
Subs are a menu staple, especially for Limited Service Restaurants, both
commercial and non-commercial.
Because of Subway’s success, many FS operators are looking to use a
dough format to offer a fresh-baked sub program to their customers.
Rich’s has a vast assortment of subs and hoagies to choose from,
especially in the dough format.
Rich’s also offers proteins that work perfectly in a sub application.
Unlike many of our competitors, we have culinary experts and tools
to help operators execute successful sub programs.
17