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Sticking to its story: Erbert & Gerbert's new offbeat ad stays true to the brand's quirkiness while demonstrating the power of the Internet.(STORYBOARD)(Company overview)
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Chain Leader
- Article date:
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August 1, 2008
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Copyright informationCOPYRIGHT 2008 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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[ILLUSTRATIONS OMITTED]
Since its founding 20 years ago, Erbert & Gerbert's Subs & Clubs has been about the storytelling almost as much as it has been about the sandwiches. The chain's menu items have names that tie in with stories the founder was told as a child, and staff is trained to keep those legends fresh.
As Erbert gr. Gerbert's looked for ways to differentiate itself in a competitive category and position itself for growth outside of its current Midwestern and Western markets, sticking to its story premise seemed like the wise strategy. Last year the company redesigned units and increased the number of franchisees. And with a little extra money left in its ...
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