Give to Gain: How Lenny’s Built a Fan Base Through Customer Service

By Matt Diaz You just finished eating a “large” Deluxe Club weighing a pound, chips and a drink from Lenny’s Sub Shop. As you loosen your belt two notches, you begin looking around for a place to throw out your trash and all you find is a friendly employee ready to clear your table and refill your drink.  Your mind is racing because you thought you were in a quick service restaurant, but then it hits you--this isn’t just another sub shop, this is Lenny’s. Substantial portion sizes have always been a staple of Lenny’s Sub Shop since its inception in 1998, when founder Len Moore created the first Lenny’s Sub Shop in Bartlett, Tennessee. The company has carried the tradition of hearty sandwiches into its franchising stages and relied on the value of their subs and word of mouth to increase traffic generation as opposed to a constant barrage of promotions. Lenny’s Bryan, Texas, franchisee  Cody Maxwell is a great testament to the growing cult of Lenny’s throughout the country. “In 2004 I ate at my first Lenny’s Sub Shop in Fort Lauderdale, FL., and I was instantly hooked,” said Maxwell. “My wife and I have eaten at over 30 different Lenny’s locations all over the southeastern United States.  I love the fresh sliced Italian Sub, hot Chicken Phillies and friendly service so much that when I used to travel for work I would actively look up Lenny’s locations to visit. Now I’m a franchisee.” “There is great value in our sandwiches and the experience,” says Brent Alvord, President of Lenny’s Sub Shop. “Our motto is awesome food with fast and friendly service in a clean sub shop every time. If we’re able to nail that down every time then the rest of our business is all about marketing and giving back to our loyal customers.” Return on engagement is the name of the game for Lenny’s. “An engaged consumer has an increased brand loyalty and is going to promote us more than an ambivalent one. ” says Alvord. “For instance, there are no trash cans in our shops because our employees bus the tables themselves. This allows for a dialogue to be created between us and the customers.” One franchisee that knows how to get involved with the customers is Ricardo Aguilar. Aguilar is the co-owner of two Lenny’s locations in Houston, Texas, and is involved in all aspects of his business. “We love the personal interaction that allows us to create a unique Lenny’s experience for each customer,” says Aguilar. “This helps the customers feel that they are coming into an environment that is based on customer service, cleanliness and quality.” Social media and the Substantial Rewards Program (emphasis on SUB) are other ways in which Lenny’s looks to make personal connections with its guests.  Through a number of contests and active engagement by email and social media sites Lenny’s is able to successfully continue the dialogue from the shop in the virtual world. By integrating a quality product with a personable service, both physically and digitally, Lenny’s looks to continually differentiate itself from its competitors. “Even though our food is awesome, and it is awesome, food to a certain extent can be a commodity,” says Alvord. “What really sets us apart is the guest services. We learn the guests’ names and sandwiches and make them feel at home. We want them to say that’s my Lenny’s, they know my name and that’s my family.”