Dive Brief:
- QuickChek has released a line of new subs as it becomes the official sandwich partner of the New York Giants football team, according to a Friday press release.
- The “Giants-inspired subs,” which are on sale now at all of the convenience retailer’s locations in the New York metropolitan area, will be available throughout the NFL season.
- From Wawa sponsoring a NASCAR race to Ampm selling hot dogs at Dodger games, c-stores and sports teams have a strong history of branded partnerships.
Dive Insight:
QuickChek’s latest partnership includes four new types of sub sandwiches: The Giant Italian, made with ham, genoa salami, capicola, mozzarella, cherry pepper relish, tomatoes, and lettuce with garlic ailoi; the chicken mozzarella champion, made with chicken, mozzarella, tomatoes, roasted red peppers, spinach; the spicy turkey club blitz, made with turkey, bacon, cherry pepper relish, tomatoes, lettuce, and mayonnaise; and the tomato mozzarella touchdown, which includes mozzarella, tomatoes, roasted red peppers, and spinach.
Each sub is served on a Mealhada roll, and all but the spicy turkey club blitz feature a balsamic glaze.
"Our two organizations share a lot in common," said Blake Segal, head of QuickChek, in the announcement. "All 160 QuickChek stores are within the New York Giant's core territory; Giant's fans are passionate, dedicated, and loyal, just like our die-hard customer base; and like our own 'Big Blue Sub Crew,' the Giants embrace the mindset of working hard, executing with excellence, and playing to win."
QuickChek has been making big moves with its foodservice program this year. In addition to this partnership, it also revamped its summer menu with a number of sandwiches and wraps.
QuickChek is owned by Murphy USA, which bought the chain in 2021.
Convenience retailers have formed partnerships across a variety of sports. Ampm has a long history with Major League Baseball, having opened a small store in Dodger stadium and selling Dodger dogs in its Los Angeles-area stores for years. It also recently opened an autonomous Ampm ASAP Grab and Go in the Chase Center in San Francisco, where the Golden State Warriors NBA team plays.
Wawa, in addition to sponsoring a NASCAR race on Aug. 26, has also sponsored four sports teams. In April, the retailer unveiled a Philadelphia Phillies-based refresher drink called the Schwarbomb.
Connecting with a team can help drive more customers to a retailer. About 66% of the biggest sports fans — those who have been fans since childhood and consider sports a big part of their life — are likely to take some action after seeing a brand sponsoring their team, according to a study from Playfly sports. Those fans also tend to have more positive emotions toward those sponsors.
Murphy USA operates more than 1,700 stores in 27 states, including 1,566 Murphy USA and Murphy Express locations and 159 QuickCheks.
