When they remodel, they will get interior changes first, and next they’ll get the signage. “We have franchisees on a six-year remodel schedule so the changes will be staggered across the system.
“I’m not going to draw a line in the sand,” he says. He says customers found the 22-year-old signage dated and difficult to read, but as with all the proposed changes, he’s being sensitive to the franchisees and “not racing to the table.” “So if the research says that’s what customers like, let’s take advantage of it and reflect that freshness in the name and signage.” “Guests told us that makes it a fresher sandwich,” Goebel says. In addition, customers like that the meat is sliced to order. Goodcents apart was its bread, which is soft and baked fresh on-site twice a day. “It allows us to run two lines instead of one, and it’s a real convenience factor for the customer.”īarclay says the speed at which Goodcents can serve drive-thru customers is “phenomenal, when you consider we’re doing customized sandwiches.” He says a drive-thru transaction can be completed in 2 minutes and 45 seconds per car at Goodcents.Įxtensive market research also confirmed Goebel’s beliefs that what set Mr. “It’s a really nice addition to our business,” he says. Jeff Barclay, a Goodcents franchisee with four stores in Lincoln, Nebraska, implemented the recommendation to add a drive thru to his latest store, becoming one of three in the Goodcents chain to offer the service. “I’ve told the franchisees, ‘I think you’re going to like this, because I wake up every morning worried about the same things you do.” “When I came in as a franchisee, I loved the core product but felt we needed to package it in a nicer, more contemporary setting. “The fact that previous signage highlighted ‘Goodcents’ in the name and that remains at the core of the signage reduces risk of alienating anyone.” Goebel says his being both franchisee and franchisor gives his ideas credibility with other franchisees. “People perceive wraps as healthier, and they are a lot easier to eat in the car than a sub sandwich,” he says. Goodcents franchisee, operating seven of the sandwich shops he’s been enamored with since the ’90s.ĭavid Kincheloe, president of Denver-based National Restaurant Consultants, says adding wraps to the menu goes hand in hand with Goodcent’s focus on freshness, and that the wraps even work better in the concept’s new drive thru. After leaving Applebee’s in 2008, he became a Mr. Goebel studied the feasibility of branding changes from a special perspective.
“They fit with the freshness of the overall menu,” he says. These additions are being tested at a new Goodcents location near the University of Kansas Medical Center in Kansas City where Goebel says the new items are “doing very well.” The menu changes include adding wraps and salads. The color scheme is kind of earthy and we’ve added a lot of wall art.” “We’ve gone to a rich tile floor in traffic areas and carpet under the dining area, which warms up the dining room. “As far as the interior design, we were a little dated,” Goebel says. Changes include interior remodeling, the inclusion of a drive thru where feasible, and even new menu items. It’s not just the name that’s getting an overhaul at Goodcents much of the company’s branding and décor is also getting a facelift. The fact that previous signage highlighted ‘Goodcents’ in the name and that remains at the core of the signage reduces risk of alienating anyone.” “I used two of my restaurants as guinea pigs for the name and signage changes. “Consumers refer to us as Goodcents already,” Goebel says. Goodcents franchisee before taking over the company last year, is spearheading the changes. Goodcents Subs and Pasta to Goodcents Deli Fresh Subs.ĬEO David Goebel, the former CEO of Applebee’s who became a Mr. The 96-unit sandwich concept, with locations in nine states, is undergoing a rebranding, which includes changing its name from Mr. Customers will no longer have to use a courtesy title when addressing Mr. Formality is being phased out at a Kansas City, Missouri–based quick-serve chain.
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