Erbert & Gerbert's Subs & Clubs – Erbert & Gerbert's: A Sub Chain Facing Extinction

Category: David vs. Goliath
Brand/Client: Erbert & Gerbert's Subs & Clubs
Primary Agency: Colle+McVoy



STRATEGIC CHALLENGE

In the heart of the Midwest sat a quirky, 20-year-old regional sub sandwich chain, Erbert's & Gerbert's Subs & Clubs (E&G). With annual sales1 and 46 stores largely concentrated near college campuses, it was barely a blip on the quick-service restaurant (QSR) industry radar screen.

The “Big 3” competitors – Subway, Quiznos and Jimmy John's – were a powerful force in the Midwest because they had thousands of locations and outspent E&G in advertising 130 to 1.2To put it in perspective, Subway makes more money in five minutes selling turkey sandwiches than E&G's spends on their yearly marketing budget.3