Subway Restaurants, like many of its fast-food competitors, wants be considered more than just a place for lunch. The marketer wants consumers to consider choosing Subway sandwiches for dinner, too,
and has launched a new TV campaign featuring former "Saturday Night Live" comedian Jon Lovitz to help convince them. But the challenge might be a tough one because few people think of sandwiches as
the ideal evening repast. Instead, people who want fast food at night turn to burger chains or pizza joints, which together account for 60% of fast-food restaurant dinners, according to Sandelman &
Associates, a market research firm. "If we could just get a small portion of the folks who frequent us for lunch to come to us for dinner, we'd have a pretty big addition to the business," says Tony
Pace, chief marketing officer for the Subway Franchisee Advertising Fund Trust. The TV spots feature Mr. Lovitz hosting a "Subway Dinner Theatre," a series of comic vignettes about the trials of
getting dinner. Jared Fogle, an Indianapolis man who has often been featured in Subway's ads, doesn't appear in the commercials but may make an appearance later in the campaign.
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