Goodcents freshens image with new food, decor

A little more than a year ago, former Applebee's executive Dave Goebel joined Mr. Goodcents Subs and Pastas, vowing to refresh and reinvigorate the brand.

Goebel, president and chief executive of Mr. Goodcents, has been researching eating trends, comparing the chain with its competitors — What do customers like? What can the chain improve on? What changes do the franchisees want? What new products should the company introduce?

First up was a new line of toasted sandwiches that debuted last fall. They now represent about 10 percent of sales, compared with the previous hot sandwich lineup, which made up only 5 to 6 percent of sales.

Now Goebel is working on a new store design that will be featured in a store opening at 4100 Rainbow Blvd., Kansas City, Kan., in late September. It will have more earth tones, contemporary tile and three service lines — dine-in or carry-out, delivery or catering, and a drive-through.

It also will have a new name, just Goodcents, with a tag line: deli fresh subs. The new restaurant also will serve salads and wraps, along with the full line of hot and cold sub sandwiches.

"We're kind of a hybrid, certainly not fast food and not fast casual, but a combination — low check average but high-quality food," Goebel said. "Part of what comes with that is the customization for the customer as they go down the line, like with fast casual. They love to see us take the roast beef, the ham, and put it up on the slicer, New York deli style."

The new Goodcents logo will be rolled out first in internal signs, cups and menus, and later in the more costly exterior signs.

The new decor will take longer to roll out. Franchisees are required to remodel every six years, so if they've remodeled three years ago, Goebel said they won't have to remodel again for another three years.

The chain has four stores in Wichita: 10231 W. 21st St., 4921 S. Broadway, 3411 N. Rock Road and 1212 S. Tyler Road.

"We want to create something comfortable and warm, but at the same time contemporary and with 'freshness cues,' " Goebel said. "We'll highlight the slicer; wall graphics will be wonderful glamour shots of foods that highlight freshness."

An 18-month-old Mr. Goodcents in St. Joseph also has a drive-through, and it relies on technology to electronics to keep the line moving while still making the more time-consuming made-to-order sandwiches.

"As you begin speaking, we've started making your sandwich," said Goebel, who also owns several Mr. Goodcents locations as a franchisee.

This story was originally published August 13, 2011 at 12:00 AM with the headline "Goodcents freshens image with new food, decor."