Subway's Marketing Strategies
SUBWAY: An Introduction
The Subway brand was started in the summer of 1965 in Bridgeport, Conneticut. It was the brainchild of 17-year old Fred DeLuca and his family friend Dr. Peter Buck, with its purpose being to earn money for Fred’s college tuition. With a $1,000 loan from Dr. Buck, Fred opened up the sub shop. Currently, there are 27436 Restaurants in 85 Countries, making it the second largest fast-food franchise in the world. Approximately 5000 of these locations are non-traditional units -- such as convenience stores, truck stops, colleges/universities, hospitals, military bases, arenas, shopping malls, and more. Their goal is to be the largest fast-food franchise in every market. But let’s get one thing straight, Subway is not your everyday fast food outlet. They don’t sell hamburgers or greasy French fries; they’re in the business of healthy eating, their main products being their submarine sandwiches which are made right in front of your eyes by the highly efficient staff members.
The 5 most important strengths of SUBWAY
Brand Awareness
Even though it is not that well known in South Africa, Subway is brand that is known the world over for their fresh tasting products and innovative store placements.
Quality of food
Subway prides themselves on always having the freshest ingredients available for your sub, and they hide nothing from the customer. All their products are made on the spot while the customer chooses what toppings he/she wants on the sub. Unlike most fast food franchises, nothing is deep-fried or frozen.
Efficiency
At Subway, you don’t wait for your order. You order it at the counter and watch it being made by the highly efficient team of staff. When the product is ready, you pay and take it with you. No bills, no queues, no hassles.
Store Location
Subway restaurant sites are adaptable to any type of location. The simplicity of the Subway Restaurant operation and the ability to fit into spaces that their competitors cannot
The Subway brand was started in the summer of 1965 in Bridgeport, Conneticut. It was the brainchild of 17-year old Fred DeLuca and his family friend Dr. Peter Buck, with its purpose being to earn money for Fred’s college tuition. With a $1,000 loan from Dr. Buck, Fred opened up the sub shop. Currently, there are 27436 Restaurants in 85 Countries, making it the second largest fast-food franchise in the world. Approximately 5000 of these locations are non-traditional units -- such as convenience stores, truck stops, colleges/universities, hospitals, military bases, arenas, shopping malls, and more. Their goal is to be the largest fast-food franchise in every market. But let’s get one thing straight, Subway is not your everyday fast food outlet. They don’t sell hamburgers or greasy French fries; they’re in the business of healthy eating, their main products being their submarine sandwiches which are made right in front of your eyes by the highly efficient staff members.
The 5 most important strengths of SUBWAY
Brand Awareness
Even though it is not that well known in South Africa, Subway is brand that is known the world over for their fresh tasting products and innovative store placements.
Quality of food
Subway prides themselves on always having the freshest ingredients available for your sub, and they hide nothing from the customer. All their products are made on the spot while the customer chooses what toppings he/she wants on the sub. Unlike most fast food franchises, nothing is deep-fried or frozen.
Efficiency
At Subway, you don’t wait for your order. You order it at the counter and watch it being made by the highly efficient team of staff. When the product is ready, you pay and take it with you. No bills, no queues, no hassles.
Store Location
Subway restaurant sites are adaptable to any type of location. The simplicity of the Subway Restaurant operation and the ability to fit into spaces that their competitors cannot
Bibliography: Books Applied strategic marketing – 2nd edition – Du Plessis, Jooste, Strydom Websites http://www.subway.com – Official Subway Website http://www.eweek.com Competitor websites http://www.mcdonalds.com http://www.kauai.co.za