Subway,started as an ordinary submarine sandwich shop by a student who is motivated to make some money and pay off his substantial amount of tuition fee for medical education.Currently there are 40394 Subway outlets around the world, impressively exceeds the number of Mcdonald’s worldwide outlets, which has been positioned as one of most famous and successful fast food restaurants. How did Subway create this miracles and and went top of the fast food chain ladder? Here are some couple examples demonstrating how quickly Subway has adapted to the change in the market and offer customers more values with same price as other fast food stores.
– Introduction of a variety of heart-heathy meals which have less calories and sodiums, positioning itself as the first fast food restaurant to earn the American Heart Association.
-Promotions for its 5dollars footlong sandwiches cater for its target segment — health-couscous customers but in low budget.
-Launch the egg white bread sandwich that is lower than 200 calories each
– Resign the soft drinks cup and napkin, presenting a “greener” look of the meal.
The changes above suggests how quickly Subway has reacted to the market and successfully positioned itself as ” the healthier, the fresher and the better” in the fast food chain by highlighting its points-of-differences. At the same time, subway still does an excellent job of maintaining and improving its point-of-parity such as convenience and reasonable price.
Sources:
http://www.subway.com.au/content.asp?
http://www.subway.ca/Menu_And_Nutrition/MenuCategoryItems.aspxCC=CAN&LC=ENG&MenuTypeId=1&MenuId=2#
http://theweek.com/article/index/212902/subway-the-worlds-biggest-restaurant-chain-by-the-numbers