Firehouse Subs executives have been on the road for the past seven months to meet and treat hourly employees at a series of “Crew Rallies” in its major markets.
The 442-unit Jacksonville, Fla.-based sandwich chain has conducted 30 rallies in 22 markets so far, hosting a total of 2,415 crew members in an effort to boost brand engagement and help them better understand the company’s mission.
Some of the two-hour rallies have included cash prizes for trivia games on portion control, contests for guessing the expense ration for each dollar of sales, and a guide to participating in various social media platforms.
There’s even a contest for the best “flag wavers,” employees who help attract passing motorists to the stores. About $2,000 in prizes is awarded at each stop, the company said.
Approximately 100 to 350 employees have attended each rally.
Robin Sorensen, co-founder of Firehouse Subs, said the rallies provide a personal connection with in-store workers. “We’ve heard great feedback,” Sorensen said.
And as the company nears 7,000 employees, Sorensen said that more employees don’t know company management. “This helps us communicate that we are real people and that we care about them,” he said.
“The feedback we get from crew members, managers and franchisees is outstanding,” Don M. Fox, Firehouse Subs chief executive, said. “They get an appreciation for the scope of our organization and everything that we stand for. And that impacts their behavior back in the restaurant.”
The Firehouse Subs Crew Rally program continues through the end of the year.
Hear more from Fox and Sorensen at a rally in Addison, Texas