When I started my second proper job in London 35 years ago (my wife says she’s still waiting for me to get a proper job…) an exotic sandwich was ham with coleslaw. In the 15 years in that job, the street in EC1 where I bought my sandwiches [Exmouth Market] changed beyond all recognition, and the status of those two slices of bread with something edible in between was similarly transformed. Fast forward 20 years to the present and you’re offered an almost infinite variety of breads, fillings, and names.
I was thinking about sandwiches on my drive to work last week when, within about a minute, I saw two small sandwich vans. As a man with 40 years in marketing, the vans said everything to me about the differences between the two companies involved.
The traditional sandwich board has been largely updated by the sandwich van as a mobile expression of an offer, exemplified by the two vans belonging to URBAN Eat and Day’s Bakery. A great case study in branding for the young people I support as they consider setting up their own businesses. So, what did those two vans say to me?
- New (URBAN Eat launched in 2010) for young snackers, vs established (Days having been baking since 1741!) for the older customer
- Fast food – URBAN Eat talk about ‘bursting’ on to the food scene, creating wholesome ‘eat now’ food for a ‘hungry public with no time to spare’, vs family tradition – the business was in the Day family from 1741 to 1996 and the recipes have, of course, been handed down from one generation to the next.
- National – URBAN Eat supplies over 3,000 stores across the UK, vs local – Days have 11 shops in North Herts, Essex and Cambridgeshire [note the different images created by ‘store’ and ‘shop’].
The contrasting writing styles on their two websites perfectly portray the different personalities of these two providers of the humble sandwich (other products and providers are available) …
“Since bursting on to the Food On The Go scene back in 2010, URBAN eat have been creating innovative, delicious, wholesome ‘eat now’ food with an urban cultured twist. Our food is designed to be convenient and tasty, providing inspirational food experiences and freeing the public from lunch fatigue. We aim to create ‘Exciting Everyday Moments’ by celebrating the little pleasures in life.
URBAN eat create a handcrafted range of sandwiches, salads, prepared fruits, hot eats and indulgent snacks with the aim of creating an oasis in your day! Our passionate team of development chefs work round the clock to create a host of exciting new products inspired by emerging food trends across the globe… so watch this space!”
“Days Bakery was founded in 1741 in Ashwell and must be one of the oldest remaining bakeries in the country. It was run by family members throughout its long existence and prided itself on quality, very much a village bakery. The business has continued through the generations and Howard Day took over in 1953 after surviving two plane crashes in the Fleet air arm during the Second World War. Howard was all about high quality and expanding the business. In his later years he became very ill and was forced to sell the business to Nick Dorrington and his brother James in 1996. Howard was a great support in the last year of his life to Nick in passing on his family business and enjoyed handing on all his personal recipes which many are used to this day. Our current manager Clive Draper was trained by Howard Day.”
Don’t always believe the supermarkets when they tell us we shoppers want choice – sometimes it’s all too much. My favourite sarnie (as we used to call it when growing up on Merseyside) remains plain cheese and onion on thick white bread, with maybe a little salad cream. What’s your sandwich of choice?