Port of Subs carving out a bigger slice of the market

It's all in the slicing that's Port of Subs' new marketing message and the slogan driving its rebranding efforts.

Its recent launch into rebranding signals its entry into an aggressive growth phase, says Kristin Cronhardt, Port of Subs director of marketing.

It's hired a new marketing firm, Reno-based Innerwest Advertising and Public Relations, and had its logo redesigned by M3- Messenger Corp., an out-of-state branding and marketing firm.

The privately held corporation, headquartered in Reno, is facing stiff competition.

"Subway and Quiznos are coming in strong in their markets, says Cronhardt."We feel it's time for us to do the same." Port of Subs is rebranding to stay competitive.

The company, founded in 1975, has expanded to 147 locations in six western states.

Twenty of those are corporate-owned, and the other 127 are franchises.

That sounds like a lot of stores, but Port of Subs is the little guy in sub-sandwich competition.

Subway has 23,024 restaurants in 80 countries.

Quiznos Sub has upwards of 3,000 in 15 countries.

But Port of Subs has fresh-sliced meat and cheese, says Cronhardt.

That's its David's edge against the Goliaths that surround it.

And the hometown firm is honing in on that key difference from its competitors.

The difference, it is saying, is in the slicing.

It's a message that is already being communicated in the "sliced fresh sandwiches!" tagline loaded onto the Port of Subs Web site last week and it's in the stores, too, showing up on all new marketing materials.

New stores will incorporate the updated logos, signage and a redesigned interior decor, as well.

Port of Subs is in the planning stages on three new corporate prototype stores.

The first to open will be in Tempe Ariz., scheduled for June, says Cronhardt.

Then Reno will get one on Double Diamond, probably in the third quarter.

The other will open on the Arizona State University campus.All will be testing sites for the revamped image.

Ports of Subs has seen a dramatic increase in interest from new franchisers in recent months, says Cronhardt.

The firm would like to have 200 locations online within the next two years, the bulk of them franchisees, she adds.

That would be a 25 percent increase in the number of stores.

Cost on a turnkey franchise runs between $155,000 and $240,200.

Following its buildout of the three new corporate sites, Port of Subs will retro-fit a couple of its existing locations, including the Reno training center/restaurant at Smithridge and McCarran Avenues.

And then there'll be a customer feedback and focus group phase.

Given their druthers and with its new branding, the firm is hoping to have them the new franchises will be clustered in existing markets, allowing Port of Subs to build out those areas, says Cronhardt, before moving into new markets.