Food. We all have to eat to survive. We all have food options that we can choose from. A sandwich, is a sandwich, is a sandwich... right? Well, what makes us choose one sandwich shop over the others? Why did McDonald's choose the colors red and yellow for their iconic golden arches logo? They chose those colors for the specific human correlating feeling between food, hungry and happiness. So, are advertisers - in this instance, sandwich shops - selling us a better product? Or are some just selling better than others? This week's critical analysis is on one of my favorite subjects, food!
The brand names alone for the two compared sandwich shops: Subway and Hungry Bear Deli, convey a human comfort connection with the familiar association with Subway. They know we know the brand, seen the brand, got can tell you about Jared, their brand ambassador who lost weight on a "subway sandwich diet". Hungry Bear Deli doesn't resonate with the populous as much because it's not a known brand. Let's review the two sandwich shops to see what "works" and what doesn't "work" for the brands and the demographics that they are trying to connect with.
Subway with their symbolic color palette of green and yellow stands out immediately on their website. There's so much green that it puts the John Deere website to shame. What are they selling here? Green goods or sandwiches? Are they selling green eggs and ham? No, Dr. Seuss food groups belong only in fairy lands primary books. Subway is selling you the sense of fresh vegetables and overall freshness. Let me think about the last subway sandwich, or any sandwich I've eaten. What was actually green on it? Lettuce, and maybe cucumbers? That's it. The bread isn't green, the sandwich meat isn't green. The toppings aren't green and thank goodness the cheese isn't green! That would be green gross! Maybe less than 10% of a sandwich is actually the color green. That doesn't seem to matter to Subway because they're utilizing the green color palette to sell you on the coloration that Subway is fresh and healthy via the color green. Conversely, when looking at the Hungry Bear Deli, their color palette is more on the earth tones schematic of browns and black with barely a hint of green or light green anywhere. Even with their website copy stating "Always Fresh, No Microwave, Never Frozen", it truly does not convey those words at all due to the color palette they choose. So, what do you think is the big difference between the two customers then?
They both eat food. They both need to eat food. Well, I ask again, what makes people choose one shop over the others? The overall branding and message conveyed on their website shows who their target markets are.
Subway, is looking to mask the fact they are selling sandwiches because the use of green conveys the one to be a healthy option. They subtlety show a farmer holding a basket of tomatoes and then a farmer actually picking from his crop. C'mon is that really a farmer for just Subway's subs? They are also leading you into the organic world with touchy feely messages about their sustainable journey and "smarter nutrition". It's a sandwich people. I do not ask a sandwich shop about their "sustainable journey"; I ask if I can have my sub grilled and add extra pepperchinis. They include the green organic journey to make you feel that you are making a healthier choice. That trendy healthy choice feeling is connected by using various age group models in their pictures. Everyone is smiling and they look "healthy". I believe they purposefully used a younger female model eating a sandwich to drive this message home. Subway is selling the healthy psychographic lifestyle.
The Hungry Bear Deli focuses on the sandwich and less the tone/feel of the website. The people that they do display, pretty much states that they are not a "healthy option" type of sub shop. The human used on their website is on the more portly side and focus is on the meat with not even a side of green. The copy on the website speaks of "generous portioned items" and the use of a bear logo conveys the message that it's hearty eating for the big bear appetites. If you've got a big appetite and are "hangry" as they dubbed, then this is your place.
When viewing the viewer experience between the two sandwich websites there is definitely a difference between the two. Subway has several call to actions: "Go ultimate", "Get Delivery", "Give the Gift of Subs", "Gift Now", "Earn while you eat", "Join now", "Eat Better", "Learn More". Action conveys health and makes the visitor feel that correlation with their brand message. The Hungry Bear Deli, the only call to action found is "find us" and that is to their social media channels. They don't even say "eat here". Their website was drafted from a different point of view completely from Subway.
So.... Food. We all have to eat to survive. Have you thought about why you choose the places you choose? Is it really the "food" or the message behind the food that they are selling, and how it makes us feel? Hmmm... What do you think?
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