Subway

Company overview, history

Open new store every 3 hours chainopenings 10/03

Strategic issue

Needed to market the chain in a way that would promote awareness and capture the 18-34 year old market.

Their brand was suffering and chains were posting flat growths.

reinvent

Industry overview

Trends at time

Surgeon general made obesity public enemy number one.

Trends moving towards people eating healthier

Conditions of industry

Flat sales growth made business move towards opening up as many stores as possible, since fast food was an impulse purchase, they wanted to be in your face when you were hungry. Mcdonalds quote.

The claustrophobic conditions have cut the industry's sales-growth rate in half over the past decade and left chains struggling to find spots for new stores chainopenings 10/03

Swot

Point of leverage

Competition

Mcdonalds

Burger king

Wendys

Kfc

Strategic response

Build a value proposition to resonate with the masses

Marketing campaign that started in jan 00. jared fogle and eat fresh.

-Subway has "really tweaked the menu, adding a line of gourmet sandwiches, including seven subs with six grams of fat or less," said Winograd, also citing a new Italian-influenced store design package being installed in the chain's new remodeling program. "The Tuscany decor interior is playing on the fresh appeal; overall we're trying to redefine ourselves as fast-casual."fastcasual02

Subway has "really tweaked the menu, adding a line of gourmet sandwiches, including seven subs with six grams of fat or less," said Winograd, also citing a new Italian-influenced store design package being installed in the chain's new remodeling program. "The Tuscany decor interior