Pubgrubs
Pubgrubs is an extension of the Publix brand that focuses around the popular in-store deli. It will be separate from Publix locations and will offer more menu options to create a well-rounded menu. This includes the popular custom sub/wrap station, soups and salads, lunch/dinner meal boxes, and drink station.
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The location of Pubgrubs will be near college campuses and will be open late at night. This will meet the needs and wants of the target audience, males and females between the ages of 18-34 years old who live in big cities near college campuses. Those who live busy lives and enjoy quality comfort food at a reasonable price and desire extended hours.
We will begin by launching five Pubgrubs locations across the state of Florida, centered around the state's five major universities:
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Florida State University
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University of Florida
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University of Central Florida
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University of South Florida
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University of Miami
Our unique selling point (USP) for the launch campaign will be our flexible hours in comparison to traditional Publix grocery stores.
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This USP will be broadcasted through all our media channels with the content below.
Below is the budget breakdown, explaining how the budget of $250k will be distributed throughout the year. Using a pulsing schedule, advertising will be heavy during the beginning month and ending month of each semester and select summer months. Heavy advertising will also be used in November for the deli's thanksgiving sub and international sub day, November 3rd.
