A significant number of Firehouse Subs’ customers were looking for lighter alternatives to its menu’s hefty medium and large sandwiches, according to the chain’s consumer research. With that in mind, the fast casual launched a small sub size—complete with a smaller price point—in April. The intended aim? Greater price flexibility that would fuel more frequent customer visits, according to CEO Don Fox. He also hopes the downsized sandwiches, which are half the portion size of a medium, will help build snack traffic in the 2 to 5 p.m. time period, which is “not traditionally a strong daypart for us,” Fox says.