As football season kicks off, so does a new era of brand marketing. One that doesn’t just speak to fans but includes them. Schlotzsky’s, a beloved sandwich franchise known for its iconic “The Original®” sandwich, is putting its fans at the center of its latest campaign: the Fantasy Football Ultimate Original Team Name-Off.
At first glance, the contest may look like a playful activation to celebrate the return of football. But dig a little deeper, and it reveals something bigger. It’s a smart, franchise-friendly marketing strategy that taps directly into consumer culture, digital interaction, and loyalty.
This campaign isn’t just about sandwiches or touchdowns; it’s about co-creating brand excitement with the people who love the brand the most.
A Case Study in Smart Fan Integration
With a nod to both the competitive spirit of fantasy football and the crave-worthy nature of its menu, Schlotzsky’s invites fans to submit their most creative fantasy football team names—like “Sourdough Slammers” or “The Meaty Blitz” for a chance to win a fully catered watch party, custom swag, and more. Submissions are open from 8th to 12th September, and the top entries will face off bracket-style with fans voting weekly through the 2nd of October.
“Football season is not only about the competition but also the food, and at Schlotzsky’s we believe in fueling your game day with hearty and delicious eats,” said Donna Josephson, Chief Brand Officer at Schlotzsky’s. “Since our brand roots are in Texas, it’s no surprise many of our fans have a passion for football so we’re giving them a chance to prove their fantasy team name is as original as The Original Sandwich – a fan favorite on game days.”
That quote alone highlights how this isn’t a campaign born in a marketing vacuum. Instead it’s rooted in brand identity and a deep understanding of what its loyal fans already love. From sourdough sandwiches to gameday traditions, Schlotzsky’s is speaking their language and inviting them to speak back.
Why This Approach Works
Schlotzsky’s isn’t alone in recognizing the value of fan-powered engagement. But what sets this campaign apart is how it layers multiple incentives for interaction: entry, voting, exclusive deals, prizes, and community pride. Each round of voting unlocks exclusive gameday deals, so even those not competing directly have a reason to participate.
By blending social interaction with digital engagement and tying in product incentives, Schlotzsky’s is creating a feedback loop of excitement. Fans aren’t just observers; they’re players in the campaign.
For franchises, this structure is more than fun; it’s functional. It does five powerful things:
- Drives digital traffic through contest submissions and voting.
- Increases brand visibility on social media platforms.
- Promotes menu awareness, particularly of The Original sandwich and the new $5 weekend pizza deal.
- Builds community by turning brand loyalists into brand advocates.
- Generates user-created content that feels authentic and highly shareable.
And perhaps most importantly, it fosters emotional investment. Fans are more likely to champion a brand that champions their creativity in return.
The Evolution of Brand Loyalty
Gone are the days when brand loyalty was measured solely in repeat purchases. Today’s consumers—especially younger ones—want to be involved. They want to be part of a brand’s story, not just its target market.
Campaigns like Schlotzsky’s “Original Team Name-Off” demonstrate a new form of loyalty. For lack of a better term, I landed on participatory loyalty. By allowing fans to shape the campaign itself, Schlotzsky’s is evolving from a restaurant franchise into a lifestyle brand, one shared moment at a time.
That kind of engagement doesn’t just create buzz; it builds long-term brand equity. When a customer feels like their voice matters, they don’t just return for more food, they return for the feeling of belonging.
Turning Digital Interaction into In-Store Action
While the campaign lives online at SchlotzskysMostOriginal.com, its impact reaches right into brick-and-mortar locations. By unlocking exclusive deals through voting, Schlotzsky’s creates a bridge from screen to store. And with pizzas starting at $5 after 5 PM every weekend during football season, there’s a compelling reason for participants to make it a full-circle experience—vote, win, and then feast.
Plus, the catering angle gives franchise operators a unique opportunity to serve larger groups, increasing average ticket sizes and introducing new guests to the menu. Whether someone wins the grand prize or just gets inspired to host their own watch party, the campaign drives real-life sales.
Lessons for Other Franchise
For franchise brands watching from the sidelines, Schlotzsky’s offers a clear playbook:
- Leverage cultural moments that align with your brand identity.
- Create interactive experiences that go beyond passive viewing or liking.
- Reward participation in meaningful, tangible ways.
- Integrate product messaging seamlessly into the campaign.
- Empower loyal customers to become co-creators of your brand story.
Franchise marketing doesn’t need to feel transactional. It can be transformational when done right.
More Than a Sandwich: A Movement
As part of the GoTo Foods platform (which includes other notable brands like Moe’s Southwest Grill and Auntie Anne’s), Schlotzsky’s has a strong franchise foundation. But campaigns like this prove that even within a larger system, a franchise brand can distinguish itself through creativity, cultural savvy, and fan-first thinking.
The move toward interactive campaigns isn’t just a seasonal trend; it’s the future. Today’s consumers are busy, digitally connected, and brand-conscious. The brands that win their hearts are those that offer more than a product. Rather they offer a place at the table.
And for Schlotzsky’s fans, that table happens to come with sourdough, three cheeses, and a side of bragging rights.
