--- title: "PrimoHoagies Elevates Brand Storytelling Under Marketing Leader Madalyn Weintraub" url: https://burnaze.com/article/e22ccf77-627b-48ed-be05-16efff84f385 source: "Franchising.com" original_url: https://www.franchising.com/news/20260714_primohoagies_elevates_brand_storytelling_under_marketing_leader_madalyn_wei.html category: "Restaurants" industry: "Restaurants" topics: ["Marketing"] published: 2026-07-14T12:00:00.000Z modified: 2026-11-01T22:32:25.012Z image: https://images.unsplash.com/photo-1568901346375-23c9450c58cd?w=1600&q=80&auto=format&fit=crop --- # PrimoHoagies Elevates Brand Storytelling Under Marketing Leader Madalyn Weintraub **TL;DR:** PrimoHoagies has appointed Madalyn Weintraub as Vice President of Marketing, who will lead the evolution of the brand's marketing strategy and oversee the launch of the 'We're Built Different' campaign. Weintraub has over 20 years of experience in restaurant operations, franchising, and marketing. *originally published in Franchising.com on 2026-07-14. [Read the original](https://www.franchising.com/news/20260714_primohoagies_elevates_brand_storytelling_under_marketing_leader_madalyn_wei.html).* ## Key facts - Madalyn Weintraub is PrimoHoagies' new VP of Marketing - Weintraub has over 20 years of experience in restaurant operations and marketing - PrimoHoagies operates over 120 restaurants in the US ## Story PHILADELPHIA – PrimoHoagies announced the appointment of Madalyn Weintraub as Vice President of Marketing. ## New marketing leader Weintraub has more than 20 years of experience in restaurant operations, franchising, and marketing. She joins PrimoHoagies after contributing to the growth of Rita's Italian Ice, a brand that expanded its footprint while preserving its authentic identity. At PrimoHoagies, she will lead the evolution of the brand's marketing strategy and oversee the launch of the campaign "We're Built Different". Her appointment is part of ongoing leadership development at PrimoHoagies. The brand has also welcomed Angela Coppler and Alex Chu, forming a leadership team focused on brand differentiation and franchisee profitability. Recent announcements regarding Coppler and Chu highlighted the brand's emphasis on franchisee success and operational excellence. Weintraub's appointment aligns with these ongoing branding efforts and aims to communicate the brand's story consistently. The company emphasizes a consistent approach to quality, with meats and cheeses sliced fresh to order, traditional recipes, and daily-baked seeded bread that stakeholders associate with the brand. Weintraub's role involves communicating the existing brand story to a broader audience. The 'We're Built Different' campaign is a brand platform developed under Weintraub's leadership to communicate craftsmanship and heritage. It is intended to convey the brand's approach to quality and authenticity. The campaign features leadership voice and highlights the brand values such as premium ingredients, authentic family recipes, fresh preparation, and a focus on quality. Weintraub's experience includes using brand storytelling to support growth while maintaining the brand's regional identity. Her role encompasses marketing strategy across brand development, consumer engagement, franchise marketing, digital platforms, loyalty, and local restaurant support. "The first time you experience PrimoHoagies, you immediately understand why people are so passionate about it," said Weintraub. "The quality is not marketing. It is real. You taste it in every hoagie. What excited me most about joining PrimoHoagies was not creating a new story. It was uncovering one that has existed for more than three decades and helping more people experience it. 'We're Built Different' gives us the opportunity to tell that story with confidence." ## Marketing strategy priorities The marketing strategy centers on three priorities intended to support brand awareness and franchise growth: 1. **Tell the Brand Story with Confidence** PrimoHoagies aims to emphasize craftsmanship, heritage, premium ingredients, and authenticity to build customer loyalty. 2. **Turn Product Quality into Competitive Advantage** The company seeks to help consumers and prospective franchise owners understand why PrimoHoagies occupies a unique position within the sandwich category. Every touchpoint reinforces the quality-first philosophy that continues to separate the brand from traditional quick-service competitors. 3. **Equip Franchisees to Win Locally** National storytelling is paired with local marketing resources to help franchise owners build awareness, drive traffic, deepen loyalty, and connect with their communities. "Marketing should never simply create attention," said Weintraub. "It should create belief. When guests understand what makes PrimoHoagies different, and when franchisees have the tools to tell that story consistently, everyone wins." Weintraub's appointment is part of ongoing efforts to develop the franchise organization while maintaining the brand's values. Alongside Coppler and Chu, the leadership team aims to support growth and profitability. PrimoHoagies currently operates more than 120 restaurants in the US. "Every decision we're making is connected," said Papanier Jr. "Angela is ensuring we grow in the right places with the right franchise partners. Alex is strengthening the financial foundation that helps franchisees succeed. Madalyn is helping us tell the story we've spent 34 years earning. Together, those investments are creating a stronger PrimoHoagies for our guests, our franchise owners, and our future." As consumer expectations evolve, the brand focuses on authenticity through marketing strategy. The 'We're Built Different' campaign is part of this approach, highlighting craftsmanship, heritage, and quality. For franchise information, visit ownaprimo.com. *This is not an offer to sell you a franchise. The offer of a franchise can only be made through the delivery of a franchise disclosure document. Certain states require that we register the franchise disclosure document in those states. We will not offer or sell franchises in those states until we have registered the franchise (or obtained an applicable exemption from registration) and delivered the franchise disclosure document to the prospective franchisee in compliance with applicable law. Systemwide AUV reflects 88 franchised restaurants open for the full 2024 calendar year. 36/88 restaurants, or 41%, exceeded the average unit volume presented. 210 of 22 (45%) franchised restaurants exceed the average AUV presented for the top quartile. A new franchisee's results may differ from the presented performance. See Item 19 of PrimoHoagies' 2025 Franchise Disclosure Document for more information pertaining to sales and investment levels. ## Entities - Franchising.com (publication) - QSR (sector) - franchise growth (topic) - marketing strategy (topic) - restaurant operations (topic) - leadership development (topic) - PrimoHoagies (company) - Rita's Italian Ice (company) - brand storytelling (topic) - Angela Coppler (person) - Madalyn Weintraub (person) - Alex Chu (person) --- Originally reported by Franchising.com (https://www.franchising.com/news/20260714_primohoagies_elevates_brand_storytelling_under_marketing_leader_madalyn_wei.html). Summarized by Burnaze (https://burnaze.com/article/e22ccf77-627b-48ed-be05-16efff84f385).