Lately, I have noticed a big jump in Subway’s brand awareness and marketing. I wanted to point out a few things they are doing to hit one out of the park. When you are selling a consumer a product, there are some traits Subway is hitting more than most in a very tactful way.
Eat Fresh
Subway’s slogan is perfect. How much more simple could they make their slogan to imply so much? Does any other national food chain come close to competing? You can see your food being made with tons of leafy greens piled high right before your eyes.
lesson: simple, powerful, implicate message
$5 Footlong
A Subway franchise owner by the name of Frankel started something huge. He was looking for a way to increase slumping weekend sales at his restaurant, and that triggered the idea of selling Footlong subs for just $5.
“There are only a few times when a chain has been able to scramble up the whole industry, and this is one of them,” says Jeffrey T. Davis, the president of restaurant consultancy Sandelman & Associates. “It’s huge.” Just take a look at what the competition has done since the $5 Footlong introduction. In fact, the $3.8 billion in sales generated nationwide by the $5 footlong alone placed it among the top 10 fast-food brands in the U.S. for the year ending in August, according to NPD Group.
lesson: pricing and branding rolled into one
Same but different
One of the biggest reasons I personally love going to Subway is for the food and how it is the same sandwich yet it is just a little bit different every time. I can order the same Roasted Chicken Breast sandwich from 5 different Subway Restaurants and they will be just a little bit different each time. Not to mention a few extra or fewer veggies or sauces adds an element of satisfaction you are looking for at that moment. Having the ability to add or take away as you see fit is a nice and welcomed change from the other fast food joints.
lesson: meeting people’s immediate needs
Carved out niche
The health industry is a multi-billion dollar annual business. Subway has carved out their niche in the fast food industry in a healthy way. They have become the default for a healthy and fast meal, two huge points.
Biggest Loser – By sponsoring a run-a-way success tv show focused on raising awareness of obesity and healthy living, Subway has cemented themselves in the health niche and is expanding quickly.
Marketing/Advertising – Eat Fresh and Fast but not Fast Food. These mantras are simple yet imply so much.
Don’t forget Jared – Subway placed a lot of faith in their spokesperson Jared. Imagine if Jared packed on the pounds again or died of a heart attack. Ouch. A very big and bold move that sets themselves apart from so many of their competitors.
Picking a fight
Subway uses its own products against the competition in their quest to elevate themselves. Subway says look at how bad McDonald’s or Burger King is for you and look how great our food is for you. The names, products and health information of different brands are listed right on Subway’s packaging and marketing material.
All food, all hours
Most fast food restaurants have to switch systems over in order to make breakfast items vs regular menu items. Subway doesn’t have this problem because they are only adding egg as an additional element. No matter what type of person you are, you’re able to enjoy breakfast for dinner and visa-versa.
Conclusion:
Use these same elements for your own business. Find new ways to challenge the status quo, pick a fight with your competitors, carve out your niche and provide a predicable yet unique experience every time.
Resources:
http://articles.moneycentral.msn.com/Investing/Extra/a-five-dollar-footlong-success-story.aspx
Tags: Biggest Loser, Burger King, Fast Food, McDonalds, Subway
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So true! for all the reasons listed above in your blog is what makes Subway a primary fast food choice for me. I also tried their HUGE salad that has eveything that the sandwiches do but without the carbs from bread. It was perfect! I don't feel sluggish after I eat and don't feel ripped off with the price. They have my business hands down. I also like your reference to the meal being slightly diverse each time- its different yet still has the flavor you were looking for because real people are making the meal as you watch. Thats a big plus. I agree, Subway is doing an excellent marketing campaign.
For me, all of the marketing Subway does is great… but more importantly, their product delivers! (they sponsor NASCAR too, so hat tip there)
THAT is the total package IMO… good marketing of a good product. A+ for the folks at Subway, I am a long time customer and plan to remain such!
AL
@Tawna, The more I think about their business model the more I love and respect it.
@Allyn, I think they hit it out of the park for the fact that you and many others including me will continue to be long time customers.
I think Subway is smart in their targetting. There are a huge number of subways on college campus' a perfect target audience for them.
If you want to talk marketing strategies and economics, Subway is great. If you want to talk quality food and happy employees and managers….Subway is the worst fast-food sandwich shop in the country. Their meat is processed and paper thin. Worse than fresh and real! Their bread is NOT fresh. The calorie and carb content is based on a six inch sub ONLY! If you ordered a foot-long, chips, and drink, it’s just as unhealthy for you as a Whopper Meal from Burger King! Talk about stupid idiots that fall prey to marketing! Their advertising is misleading. And Jared got liposuction. Americans are losers and so are their tastea! If you think Subway is great tasting than you’re flat out dumb!
Subway sure did well marketing themselves as healthy fast food. I am sure as you pointed out add the extra 6 inches and a pile of mayo and you are back to Whopper status. Thanks for stopping by.