With the introduction of DRUXY’S Design Your Own Sandwiches, customers are telling us, “It’s like being a kid in a candy store. There are so many choices that I don’t know what to choose first!” So we are looking for your help. Tell us your favorite sandwich combination before the end of April by posting a comment to this blog or sending a tweet to @druxys. We’ll post your most interesting suggestions for everyone to see and 10 submissions will be chosen at random to win a $100 DRUXY’S card. A $100 DRUXY’S card should give you plenty of opportunity to try as many great concoctions as you can think of.
Archive for the ‘What's New at DRUXY'S’ Category
What’s Your Favorite DRUXY’S Sandwich
Tuesday, April 20th, 2010DRUXY’S Fresh Deli Revolution is changing a restuarant near you!
Sunday, March 28th, 2010For 33 years DRUXY`S has been providing fresh made deli sandwiches, salads, bagels and coffee. We have been doing the same things for 33 years and have become pretty good at it. We never considered that we needed to change. Some may have felt that we had become complacent and satisfied with the status quo, but we never considered that. Even as our sales began to stablize we just rationalized that it was the economy and there was nothing we could do. But a little over a year ago a number of things happened that resulted in major change at DRUXY`S.
- First, our landlord at Buttonville Airport decided to renovate the lobby of the airport. Our restaurant is in the lobby so this renovation involved us. The landlord hired Spinning Wheel Design led by Peter Tillmann to do the redesign. In reviewing our current look, Peter made it very clear that we needed a change, not only at Buttonville but at all our restaurants. Peter was straight and to the point. Our restaurants were a hodgepodge of colours and posters that distracted customer attention from the most important element, our food. Peter wanted our seating area and counters to be subdued with white walls, white menu boards and pictures of our food to accentuate our fresh food on display.
- Second, we began an agency review to help us determine what direction our marketing should head. We spoke to a few agencies. Each suggested that we remove all of our various posters and menus from our restaurants because they were distracting attention from our food. They recommended white menu boards that focused on our food. This common theme intrigued us.
- Third, our restaurant at Commerce Court was significantly underperforming. We needed a dramatic increase in sales. We thought that it might make sense to encourage customers to design their own salads rather than choose from the 10 – 15 premixed salads we were offering. This is the way we have always presented our sandwiches to customers but we had never applied this to our salads. We picked as many vegetables, cheeses, proteins and seeds that we could fit into our displays, 54 in all, and let customers choose what they wanted. We were amazed at what happened! Customers said that it was like being a kid in a candy store, they loved the presentation of our fresh food and the freedom to choose what they wanted. And they loved that no matter what they chose it was always the same price. Sales sky-rocketed and we realized that we were on to something. Then we added all of the fresh new items to our sandwiches and encourage customers not to have just a corned beef sandwich with mustard on rye, but rather to choose their fresh sliced bread, then their protein, veggies, sauces and anything else they wanted from our displays. Sales of sandwiches went crazy. And for breakfast we promoted grilled cheese sandwiches with 11 freshly sliced breads, 10 cheeses and all of our veggies and meats. Another home run.
So we brought Spinning Wheel Design on board, hired a new advertising Agency, The AdLib Group, and threw our experience at Commerce Court into the mix. DRUXY`S Fresh Deli Revolution was born. A new store design that focused on our food, service that encouraged customers to design their own sandwiches or salads, new marketing that featured our fresh food and even a new logo. After 33 years we dropped the man and meat logo and replaced it with a clean new logo!
Thinking back, it is hard to believe that over the past 12 months we have totally revamped our 33 year old company. 11 of our restaurants have taken on the new program, 5 more restaurants are being converted each week. We have 2 new locations coming on stream in May. Our future has never looked brighter.
The lesson here is that even if you think that change is not necessary, even if you have had long term success, better times are around the corner. Look outside yourself for fresh ideas and see the greatness that is waiting for you. The old adage, if you continue to do the same things, you will continue to have the same results has never been truer. If you do everything differently a whole new world is waiting for you.
Fresh Deli Revolution!
Tuesday, September 15th, 2009For 33 years DRUXY’S Famous Deli Sandwiches has proudly upheld the deli tradition of serving the freshest, highest quality food available. Slicing hot deli meats to each customer’s order has been the central focus, add to this preparation directly before each customer’s eyes so they can direct and watch exactly how we prepare his or her meal.
The recent economic turmoil has challenged us all. We realized that we had to push the envelop to ensure that we were doing the very best for our customers and stay current while upholding our deli tradition.
Three months ago we contracted with Spinning Wheel Design, to evaluate our restaurants and determine a new look and direction for the future. Spinning Wheel is at the forefront of food and retail design but more importantly understands the value of tradition. I am proud to announce that Spinning Wheel has been able to combine the best of both worlds in our new restaurant design. The focus of the design is a clean, fresh look that focuses on our food while making the customer experience more comfortable. We are excited that our first 2 renovations will be done later this month at 1200 Eglinton Avenue East and at Buttonville Airport.
To tie in with this new design we felt it was necessary to retool our marketing and have contracted with The adLib Group to be our new agency. They too have reviewed our past and will be focusing our marketing around the catch phrase “Fresh Deli Revolution”. This combines our effort to be true to our deli tradition while taking this tradition into a new more modern era.
While the past has been good to DRUXY’S and our loyal customers, the future is brighter than ever with many projects ahead.
