Len and Sheila Moore opened the original Lenny’s Sub Shop, a genuine Philadelphia-style sub shop with fresh baked bread and the finest quality deli meats and cheeses, in a Memphis suburb in 1998. Lenny’s Franchisor Chief Executive Officer George Alvord and private investors acquired majority ownership of the company in 2004. Since that time, Lenny’s has granted more than 300 franchises in ten states from North Carolina to Texas.

Lenny’s collaborated with C3 out of Overland Park, KS to develop the concept. Li’l Lenny and the Global Adventurers is based on extensive research about the eating habits of children and their affiliation for character-based kids’ meal programs. Through this type of program, the child can identify with the characters and enjoy the actual experience more thaLenny’s Sub Shops to Launch Innovative Kids’ Meal Program “Families with kids make up a third of the restaurant traffic today,” said George Alvord, Chief Executive Officer of Lenny’s. “To appeal to this market of families and the kids, we partnered with a firm that specializes in kids’ marketing at restaurants, C3, to create a new program.”

Li’l Lenny and the Global Adventurers is a group of 4 diverse characters designed to cross boundaries of race and national origin and to appeal to children’s unique hobbies, pets, imaginations and playtime activities. The kids’ meal package includes a meal, activity bag, a 12 oz. cup, and a sticker sheet. Over time, these elements will display different themes to reflect the unique adventures of the Global Adventurers.

However, the kids’ meal program includes more than just packaging and characters. To encourage personal hygiene, a Global Adventurers static cling will be placed on rest room mirrors. Li’l Lenny reminds kids to “Scrub Before You Grub!” and also communicates to the that Lenny’s is a family focused and friendly atmosphere.

Furthermore, incorporated into the program is an effort to support academic success. The Global Adventurers Achievement Awards promote education and reward children for their academic achievement with special recognition and a free kids’ meal at Lenny’s.  

“We are going above and beyond our competitors in terms of providing a value-based program to our younger customers and their parents,” said Alvord. “The elements and activities incorporated into the program will help children express themselves and use their own imagination and creativity.”

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