COLUMBUS Ohio Responding to other quick-service brands’ intensive marketing of their kids’ meals, Charley’s Grilled Subs, a 382-unit sandwich chain, will add a two-pack of Oreo cookies to its existing kids’ meal of three chicken fingers, fries and a drink.
“We had never really focused on our kids meal,” said Betsy Wright, Charley’s marketing director, noting that larger chains, such as McDonald’s and Burger King, do marketing tie-ins with movies or give away toys with their kids’ meals to entice customers. “We came up with the Oreo cookie because the brand is one of the best-known brands that there is. It is, I think, a very genuine brand that people accept.”
The embellished kids’ meal, which costs $3.99-$4.29, depending on the market, is currently being rolled out systemwide and will be launched officially on Sept. 21.
Based in Columbus, Charley’s Grilled Subs specializes in cheese steak sandwiches. More than 90 percent of the chain’s restaurants are franchised.