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The US Sandwich, Sub and Wrap Market - September 2012

Among the topics covered in the Us Sandwich, Sub and Wrap Market report are:

  • What is driving the market, as well as the current market size and future projections
  • Marketing strategies across many advertising mediums, as well as menu and pricing promotions
  • Menu trends over the past three years covering multiple dayparts and menu sections
  • Consumer ordering behavior including items, delivery methods, and place of consumption
  • Data revealing consumers’ preferences and what influences their purchase decisions
  • Usage group breakdowns by demographic and their corresponding attitudes and behaviors

The report focuses on sandwich shop trends and menu analysis using Mintel’s Menu Insights database as well as consumer survey analysis revealing behavior and attitudes toward the segment. Sandwich shops are restaurants that serve sandwiches, subs, or wraps as the core of its menu. These restaurants can fall within the quick-service or fast-casual segments. The report excludes sales of frozen or ready-to-eat sandwiches through supermarkets, other retail channels, and institutions.

The following terms are used in this report:

  • Casual dining - Full-service restaurant chains with average checks between $8-20 per entrée. Restaurants frequently carry beer and wine licenses. With an appetizer, beverage, and dessert, checks frequently come to $20 per person, though lunch specials less than $10 for an entire meal are also common. Examples of chains included in this segment are Chili’s, Applebee’s, and Red Lobster.
  • Chain - Multiunit foodservice concepts operating under a single brand name, such as McDonald’s or Pizza Hut. A restaurant chain consists of two or more restaurants owned by one person or company. Typically all restaurants in a chain have similar décor and serve the same food.
  • Consumer unit - Defined per the Bureau of Labor Statistics (BLS) as either: 1) All members of a particular household who are related by blood, marriage, adoption, or other legal arrangements; 2) A financially independent person living alone or sharing a household with others, or living as a roomer in a private home or lodging house, or residing in permanent living quarters in a hotel or motel; or 3) Two or more people living together who pool their incomes to make joint expenditure decisions. Financial independence is determined by the three major expense categories: housing, food, and other living expenses. To be considered financially independent, a respondent must be able to provide at least two of the three major expense categories.
  • Family/midscale restaurants - Full-service restaurants with checks frequently less than $15 per person. Often these restaurants have specialized meal options for children and do not sell alcohol. Examples include International House of Pancakes (IHOP), Cracker Barrel, and Denny’s.
  • Fast casual - A hybrid segment of fast food and casual dining, combining the convenience of limited service with the ambience and quality of full service. Defining features include check averages of $6-9; décor that is more sophisticated than a quick- service restaurant (QSR); and food prepared to order, with customization of ingredients by patron being the norm.
  • Fast food - Used interchangeably with QSR.
  • Fine/upscale/ gourmet dining - Restaurants that exceed $20 per check, typically serve alcoholic beverages, and seat patrons at their own tables.
  • Foodservice - All places that prepare food outside the home are included as part of the foodservice industry, including food operations in supermarkets, schools, hospitals, factories, and prisons. Restaurants make up the largest part of the foodservice industry.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Mintel Menu Insights
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: U.S sandwich, subs and wrap fan chart forecast of market, at current prices, 2007-17
                        • Market drivers
                          • Competitive context
                            • Marketing strategies
                              • Menu analysis
                                • Figure 2: Top 10 sandwich types on sandwich shop menus, by incidence, Q2 2009-Q2 2012
                                • Figure 3: Top 10 nutritional claims on sandwich shop menus, by incidence, Q2 2009-Q2 2012
                              • Consumer data
                                • Figure 4: Sandwiches types ordered at sandwich shops, May 2012
                              • Consumer attitudes
                                • Figure 5: Sandwich shop drivers, MAY 2012
                              • What we think
                              • Issues in the Market

                                  • How can sandwich shops capitalize on gender differences?
                                    • What does age have to do with it?
                                      • How does income affect sandwich shop preferences?
                                        • Drive-thrus are faster: fact or urban legend?
                                        • Insights and Opportunities

                                          • Key points
                                            • The need for differentiation
                                              • Limited-time Offers
                                                • Better-for-you
                                                  • Kids’ menus
                                                    • Technology
                                                    • Trend Applications

                                                        • Trend: Make It Mine
                                                          • Trend: Brand Review
                                                            • Trend: 2015 Brand Intervention
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Market-size insight
                                                                  • Sales and forecast of market
                                                                    • Figure 6: Total U.S. retail sales and forecast of market, at current prices, 2007-17
                                                                    • Figure 7: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2007-17
                                                                  • Fan chart forecast
                                                                      • Figure 8: U.S sandwich, subs and wrap fan chart forecast of market, at current prices, 2007-17
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Disposable personal income bared a marginal increase
                                                                        • Figure 9: Real disposable personal income, January 2007-June 2012
                                                                      • Unemployment remains flat
                                                                        • Figure 10: Unemployment and underemployment rates, January 2007-July 2012
                                                                      • Consumer sentiment at seven-month low
                                                                        • Figure 11: Consumer sentiment, January 2007-July 2012
                                                                      • Food price hikes
                                                                        • Government legislation
                                                                          • Health and healthful eating
                                                                          • Competitive Context

                                                                            • Competitive overview
                                                                              • Cooking at home
                                                                                • Nonsandwich restaurants compete
                                                                                  • Casual dining
                                                                                  • Featured Companies

                                                                                      • Einstein’s Bros. Bagels
                                                                                        • Firehouse Subs
                                                                                          • Pita Pit
                                                                                            • Potbelly Sandwich Works
                                                                                              • Jason’s Deli
                                                                                                • Roly Poly
                                                                                                • Marketing Strategies

                                                                                                  • Overview of the brand landscape
                                                                                                    • Television Ads
                                                                                                      • Subway
                                                                                                          • Figure 12: Subway 1, television ad, July 28, 2012
                                                                                                          • Figure 13: Subway, television ad, March 7, 2012
                                                                                                        • Quiznos
                                                                                                          • Figure 14: Quiznos, television ad, June 4, 2012
                                                                                                        • Arby’s
                                                                                                          • Figure 15: Arby’s, television ad, March 30, 2012
                                                                                                        • Firehouse Subs
                                                                                                          • Figure 16: Firehouse Subs, television ad, April 17, 2012
                                                                                                        • Penn Station
                                                                                                          • Figure 17: Penn Station, television ad, Nov 1, 2011
                                                                                                        • Mobile
                                                                                                          • Arby’s
                                                                                                            • Social media
                                                                                                              • Which Wich
                                                                                                                • Einstein Bros. Bagels
                                                                                                                  • Arby’s
                                                                                                                    • Potbelly Sandwich Shop
                                                                                                                      • Subway
                                                                                                                        • Jimmy John’s
                                                                                                                          • Websites
                                                                                                                            • Panera Bread
                                                                                                                              • McAlister’s Deli
                                                                                                                              • Menu Analysis: Menu Overview

                                                                                                                                • Overview
                                                                                                                                  • Sandwiches
                                                                                                                                      • Figure 18: Top 10 sandwiches at sandwich shops, by incidence, Q2 2009-Q2 2012
                                                                                                                                      • Figure 19: Top 10 sandwiches at sandwich shops, by incidence and price, Q2 2009-Q2 2012
                                                                                                                                  • Menu Analysis: Soups and Salads

                                                                                                                                    • Soups
                                                                                                                                        • Figure 20: Top 10 soups at sandwich shops, by incidence, Q2 2009-Q2 2012
                                                                                                                                        • Figure 21: Top 10 soups at sandwich shops, by price, Q2 2009-Q2 2012
                                                                                                                                      • Salads
                                                                                                                                          • Figure 22: Top 10 salads at sandwich shops, by incidence, Q2 2009-Q2 2012
                                                                                                                                          • Figure 23: Top 10 salads at sandwich shops, by incidence and price, Q2 2009-Q2 2012
                                                                                                                                      • Menu Analysis: Drinks and Desserts

                                                                                                                                        • Beverages
                                                                                                                                            • Figure 24: Top 10 beverages at sandwich shops, by incidence, Q2 2009-Q2 2012
                                                                                                                                            • Figure 25: Top 10 beverages at sandwich shops, incidence and by price, Q2 2009-Q2 2012
                                                                                                                                          • Bakery goods
                                                                                                                                              • Figure 26: Top baked goods at sandwich shops, by incidence, Q2 2009-Q2 2012
                                                                                                                                              • Figure 27: Top baked goods at sandwich shops, by price, Q2 2009-Q2 2012
                                                                                                                                            • Desserts
                                                                                                                                                • Figure 28: Top 10 desserts at sandwich shops, by incidence, Q2 2009-Q2 2012
                                                                                                                                                • Figure 29: Top 10 desserts at sandwich shops, by price, Q2 2009-Q2 2012
                                                                                                                                            • Menu Analysis: Menu Claims

                                                                                                                                              • Nutritional claims
                                                                                                                                                  • Figure 30: Top 10 nutritional claims on sandwich shop menus, by incidence, Q2 2009-Q2 2012
                                                                                                                                                • Marketing claims
                                                                                                                                                    • Figure 31: Top 10 marketing claims on sandwich shop menus, by incidence, Q2 2009-Q2 2012
                                                                                                                                                • Menu Analysis: Kids’ Menus

                                                                                                                                                  • Kids’ menus
                                                                                                                                                      • Figure 32: Top 10 kids menu items at sandwich shops, by incidence, Q2 2009-Q2 2012
                                                                                                                                                      • Figure 33: Top 10 kids menu items at sandwich shops, by incidence and price, Q2 2009-Q2 2012
                                                                                                                                                  • Restaurant Usage

                                                                                                                                                    • Key points
                                                                                                                                                      • Men prefer QSRs while women visit fast-casual sandwich shops
                                                                                                                                                        • Figure 34: Restaurant usage, by gender, May 2012
                                                                                                                                                      • Consumers 18-24 prefer QSRs while those aged 25-34 prefer fast casuals
                                                                                                                                                        • Figure 35: Restaurant usage, by age, May 2012
                                                                                                                                                      • The affluent consumers overindex on Jimmy John’s
                                                                                                                                                        • Figure 36: Restaurant usage, by household income, May 2012
                                                                                                                                                    • Order Method and Consumption Place

                                                                                                                                                      • Key points
                                                                                                                                                        • Men dine-in or eat on-the-go and women eat to-go meals at home or work
                                                                                                                                                          • Figure 37: Food delivery method, by gender, May 2012
                                                                                                                                                          • Figure 38: Place of consumption, by gender, May 2012
                                                                                                                                                        • Younger consumers dine-in; older consumers order to-go
                                                                                                                                                          • Figure 39: Place of consumption, by age, MAY 2012
                                                                                                                                                        • Affluent consumers eat at work while low-income consumers eat at home
                                                                                                                                                          • Figure 40: Food delivery method, by household income, May 2012
                                                                                                                                                          • Figure 41: Place of consumption, by household income, May 2012
                                                                                                                                                      • Menu Items Ordered

                                                                                                                                                        • Key points
                                                                                                                                                          • Men order soda and juice while women order salad and soup
                                                                                                                                                            • Figure 42: Menu items ordered, by gender, May 2012
                                                                                                                                                          • Older consumers prefer coffee while young consumers seek BFY items
                                                                                                                                                            • Figure 43: Menu items ordered, by age, May 2012
                                                                                                                                                          • Lower-income consumers order smoothies and breakfast items
                                                                                                                                                            • Figure 44: Menu items ordered, by household income, May 2012
                                                                                                                                                        • Sandwich Types Ordered

                                                                                                                                                          • Key points
                                                                                                                                                            • Men order hot protein sandwiches while women look to bread alternatives
                                                                                                                                                              • Figure 45: Sandwich types ordered, by gender, May 2012
                                                                                                                                                            • Interest in most types of sandwiches fall with increases in age
                                                                                                                                                              • Figure 46: Sandwich types ordered, by age, May 2012
                                                                                                                                                            • Lower-income consumers enjoy breakfast sandwiches
                                                                                                                                                              • Figure 47: Sandwich types ordered, by household income, May 2012
                                                                                                                                                          • Changes in Behavior

                                                                                                                                                            • Key points
                                                                                                                                                              • Consumers continue with similar spending patterns as last year
                                                                                                                                                                • Figure 48: Changes in behavior, May 2012
                                                                                                                                                              • Women tightened spending and order more BFY items compared to men
                                                                                                                                                                • Figure 49: Changes in behavior, by gender, May 2012
                                                                                                                                                              • Young consumers increased their frequency of visits and items ordered
                                                                                                                                                                • Figure 50: Changes in behavior, by age, May 2012
                                                                                                                                                              • Lower-income consumers like hot sandwiches while the affluent like BFY
                                                                                                                                                                • Figure 51: Changes in behavior, by household income, May 2012
                                                                                                                                                            • Criteria Drivers

                                                                                                                                                              • Key points
                                                                                                                                                                • Women consider more factors than men when choosing a sandwich shop
                                                                                                                                                                  • Figure 52: Restaurant criteria drivers, by gender, May 2012
                                                                                                                                                                • Older consumers look for value while young consumers want tech services
                                                                                                                                                                  • Figure 53: Restaurant criteria drivers, by age, May 2012
                                                                                                                                                                • Low-income consumers value speed while affluent value item quality
                                                                                                                                                                  • Figure 54: Restaurant criteria drivers, by household income, May 2012
                                                                                                                                                              • Suggested Improvements

                                                                                                                                                                • Key points
                                                                                                                                                                  • Women look for mini-snack items, while men want increased portion sizes
                                                                                                                                                                    • Figure 55: Consumer suggested improvements, by gender, May 2012
                                                                                                                                                                  • Consumers aged 18-24 are the most demanding on sandwich shops
                                                                                                                                                                    • Figure 56: Consumer suggested improvements, by age, May 2012
                                                                                                                                                                  • The affluent seek exotic dishes, while low-income diners desire entrées
                                                                                                                                                                    • Figure 57: Consumer suggested improvements, by household income, May 2012
                                                                                                                                                                • Consumer Attitudes Toward Sandwich Shops

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Consumers believe that sandwich shops are healthier than fast food
                                                                                                                                                                        • Figure 58: Consumer attitudes, by gender, May 2012
                                                                                                                                                                      • Young consumers value dining experience and corporate responsibility
                                                                                                                                                                          • Figure 59: Consumer attitudes, by age, May 2012
                                                                                                                                                                        • Affluent consumers respond to the experience of fast casuals
                                                                                                                                                                            • Figure 60: Consumer attitudes, by household income, May 2012
                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                            • Cluster 1: Average Joes
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Demographics
                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                    • Cluster 2: Heavy Hitters
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Demographics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Cluster 3: Super Savers
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Cluster characteristic tables
                                                                                                                                                                                                      • Figure 61: Target clusters, May 2012
                                                                                                                                                                                                      • Figure 62: Restaurant usage, by target clusters, May 2012
                                                                                                                                                                                                      • Figure 63: Food delivery method, by target clusters, May 2012
                                                                                                                                                                                                      • Figure 64: Place of consumption, by target clusters, May 2012
                                                                                                                                                                                                      • Figure 65: Menu items ordered, by target clusters, May 2012
                                                                                                                                                                                                      • Figure 66: Sandwich types ordered, by target clusters, May 2012
                                                                                                                                                                                                      • Figure 67: Changes in behavior, by target clusters, May 2012
                                                                                                                                                                                                      • Figure 68: Restaurant criteria drivers, by target clusters, May 2012
                                                                                                                                                                                                      • Figure 69: Consumer suggested improvements, by target clusters, May 2012
                                                                                                                                                                                                      • Figure 70: Reasons for not purchasing, by target clusters, May 2012
                                                                                                                                                                                                    • Cluster demographic tables
                                                                                                                                                                                                      • Figure 71: Target clusters, by demographic, May 2012
                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                    • Additional Charts

                                                                                                                                                                                                        • Figure 72: Sandwich types ordered, by gender, May 2012
                                                                                                                                                                                                        • Figure 73: Sandwich types ordered, by gender, May 2012
                                                                                                                                                                                                        • Figure 74: Sandwich types ordered, by gender, May 2012
                                                                                                                                                                                                        • Figure 75: Sandwich types ordered, by age, May 2012
                                                                                                                                                                                                        • Figure 76: Sandwich types ordered, by age, May 2012
                                                                                                                                                                                                        • Figure 77: Sandwich types ordered, by age, May 2012
                                                                                                                                                                                                        • Figure 78: Sandwich types ordered, by household income, May 2012
                                                                                                                                                                                                        • Figure 79: Sandwich types ordered, by household income, May 2012
                                                                                                                                                                                                        • Figure 80: Sandwich types ordered, by household income, May 2012
                                                                                                                                                                                                        • Figure 81: Sandwich types ordered, by target clusters, May 2012
                                                                                                                                                                                                        • Figure 82: Sandwich types ordered, by target clusters, May 2012
                                                                                                                                                                                                        • Figure 83: Sandwich types ordered, by target clusters, May 2012
                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • Boston Market Corporation
                                                                                                                                                                                                      • Chipotle Mexican Grill Inc.
                                                                                                                                                                                                      • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                      • Einstein Noah Restaurant Group Inc.
                                                                                                                                                                                                      • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                      • Potbelly Sandwich Works
                                                                                                                                                                                                      • Subway

                                                                                                                                                                                                      The US Sandwich, Sub and Wrap Market - September 2012

                                                                                                                                                                                                      £3,277.28 (Excl.Tax)