Sandwiches get snack-sized

Over the past few years, as consumers have started eating smaller meals more frequently throughout the day, operators have had to adjust menus to fit this new way of eating.

Sandwiches, a menu classic across dayparts, are now getting the snack treatment as well. Sandwich chain Firehouse Subs recently introduced a Small Subs menu, featuring their signature specialty sub options in smaller sizes. Similarly, Arby’s expanded their slider menu this spring with the addition of the new Pizza Slider.

Snack-sized options such as these not only offer consumers a smaller portion and a smaller check average, but they can also lead to an increase in visit frequency, which effectively counteracts the smaller check average. In other words, it’s a win-win option for operators—customers get what they want, and operators enjoy more frequently-returning customers and the resulting boost in business.

So what are diners eating when they buy snack-sized foods? Technomic’s 2016 Snacking Occasion Consumer Trend Report found that in 2016, 43% of diners said they ordered a mini sandwich at least once a month, while 27% of 18- to 34-year-olds say they like to purchase snacks at restaurants instead of full meals.

Twenty percent of the time, consumers are purchasing snacks because a dish they want to order is only available in snack sizes, and many times, they’re purchasing smaller-sized options of foods they already know and love. For instance, MenuMonitor shows that Illinois Street Dining Hall at the University of Illinois at Urbana-Champaign offers a chicken slider with a biscuit, while Blue Cross Blue Shield of New Jersey serves up breakfast options such as Sausage Egg Breakfast Sliders.

While sandwiches are a popular option for snack-sized foods, there’s a lot of flexibility for what can be snackified. Most consumers choose snacks based on taste and the ability to satisfy hunger between meals, so familiar flavors are popular. In addition to sandwiches, operators are offering snack-sized options such as mini tacos, boneless chicken wings, snack-sized wraps, hummus and chips or veggies and other handheld eats.

But while the flavors of these small bites can vary widely, grab-and-go convenience is key, particularly with sandwiches. When it comes to deciding where to purchase a sandwich, Technomic’s 2016 Sandwich Consumer Trend Report found that 43% of consumers say portability is important or extremely important. And as for how big a portion a snack-sized option should be, it’s safe to err on the smaller side, as 59% of consumers say it’s very important that snacks aren’t too large and 54% of people ordering snacks reported doing so because they’re not hungry enough to order a full meal.

This move toward menu “snackification” appeals to these on-the-go eaters, offering the opportunity to squeeze in a quick bite between classes or on the way to meetings. It can also help operators boost business during dayparts that are less busy, such as midmorning and midafternoon. Snack-sized sandwiches also are a great choice for guests who are health-conscious, as smaller portions tend to come with a lower calorie count—Firehouse Subs’ new Small Subs are all under 500 calories.