Blimpie International announced plans to re-invigorate its brand by using a consumer-focused approach by everyone in the system including all franchisees, area representatives and corporate employees to maintain the highest standards of quality and hospitality, to treat customers "the Blimpie Way." Specific programs announced at the company's 40th anniversary convention include customer-focused menu changes, redesigning restaurants, a new kid's program and catering. A new loyalty program and an individualized local marketing campaign program for franchisees were also noted. The company will also create a multi-cultural franchisee advisory council and hire a regional marketing manager to aid in operating a new market-level franchisee association and establish an area representative leadership team.