Ch. 7 - Business Marketing

 Strategic Alliances

 

    The SUBWAY franchise is actively seeking businesses to lease space to a trained franchisee. There are also thousands of corporate, as opposed to individually owned, SUBWAY stores around the world. The flexibility of the chain’s franchise system has allowed SUBWAY outlets to open in a variety of locations such as convenience stores, shoppin centers, air ports, hospital, convention centre, and places of work.

 

Subway restaurants and wal-mart store

 

    During the past 10 years, SUBWAY® restaurants have presented their menu options to millions of U.S. Wal-Mart customers, as the world's largest retailer has teamed with franchisees of the world's largest submarine sandwich chain to provide delicious SUBWAY sandwiches and salads at many of their locations. The SUBWAY chain's sustained growth in this arena has not gone unnoticed, as the Wall Street Journal recently highlighted the SUBWAY chain's success in its mutually beneficial Wal-Mart partnership.

 

Subway restaurants and The Walt Disney Studios

 

    In addition, SUBWAY restaurants recognized The Walt Disney Studios for outstanding brand collaboration at the recent SUBWAY Convention in Nashville, Tennessee. Closely shared values of family have fueled the SUBWAY-Disney relationship throughout the years and through various film properties. Each SUBWAY Fresh Fit for Kids meal will be included a low-fat sandwich paired with apple slices and low-fat milk or bottled water, and is an option that kids enjoy and parents can feel good about.

 

Subway restaurants and Lionsgate Entertainment

  

    Subway Restaurants and Lionsgate have announced a new partnership to promote The Hunger Games : Catching Fire. The partnership will also help support Feeding America, a nonprofit that includes over 200 food banks across the U.S. Standees of Catching Fire characters will also be featured in Subway restaurants for fans to snap photos with. They will be encouraged to share their photos on social media for other chances to win.

Relationships in other cultures

 

    With more than 40,000 locations in 103 countries, the SUBWAY® brand is the world’s largest submarine sandwich franchise, and has become a leader in the international development of the quick service restaurant industry. Wherever SUBWAY restaurants are located, the core menu stays relatively the same — with the exception of some cultural and religious variations. World travelers can expect the same high quality of ingredients regardless of what nation they are visiting. You can enjoy a footlong Turkey Breast Sub, with your choice of a variety of vegetables and condiments served on bread baked right in the restaurant in Jamaica, then travel to New Zealand and get the same footlong Turkey Breast Sub.

Ch. 8 - Segmenting and Targeting Markets

 
Segmentation
 
Subway segmented their market based on the test of different geographic location. For example, they offer mostly halal menu in Middle East countries, mostly vegetable without beef in India, likewise, more sauce for American. And according to subway it majority of customer are concentrated on the age group in between 18 to 39 years mostly the people are either studying or working. Therefore, by providing healthy and fresh food, subway segmented the customer based on the trends or psychological. Besides by offering the reasonable priced food with fast services, subway wants to suits the pockets of the many college going adults as the concept is something related to the value for money.



 
Targeting
 
Subway targets market is young adults between age of 16 & 39, although people of all ages and background enjoy the delicious and healthy sandwiches. Majority of population lies in between these age groups. Subway understand that these target market customer have irregular food habit and are spoiled for the variety of food choices, these customers are intended to choose what they wanted and how structured they want it, they have high expectations with low loyalty. Subway sandwiches offered to its customers as per their specifications, in front of the customer according to his choice. Subway is offering its customers the choice of “point to order”, so that new customers won’t confuse for their selection. It is the exact opposite way of delivering the service by its competitors like KFC, Mc Donald’s, Burger King, Popeye’s and others. 


Positioning
 
Providing a healthy fast food chain for a healthier and hygienic food is a brand value strategy of Subway. The listing of the healthy items includes the fresh and fast food items that reflect the menu The above positioning is further strengthened by maintaining a good relation with the American heart association and getting worldwide recognitions due to its healthy supply of food and offering to all ages. It sends messages to its customer that they are positioned as a fresh and healthy food

Ch. 11 - Developing and Managing Products

Subway Deveoloping Two New Gluten-Free Menu Items: Bread and Brownie

        Subway is testing two new gluten-free menu items. The fast food chain will conduct the trial starting at stores in Dallas and Tyler, Tex. The baked goods will arrive pre-packaged and individually wrapped, and workers will be trained on how to cut them using a pre-wrapped knife to avoid cross contamination.
On the surface, this could be good news for people with celiac disease and gluten intolerance, since options for gluten-free meals in fast food restaurants, while growing, are still pretty limited.
But it also could be a nightmare of cross contamination --I used to eat in Subway frequently pre-diagnosis, and all the sandwich ingredients, plus the preparation area, usually were covered in bread crumbs.
I honestly don't see how they could make a safe gluten-free sandwich at Subway without getting all fresh ingredients from the back. But I applaud them for trying, and I truly hope they come up with a way to handle it that will work.

How does the SUBWAY® brand ensure food safety in its restaurants?

        All SUBWAY® restaurants follow our “Gold Standard” policies regarding prepared food and produce manufacturing and inspection specifications. All franchises are provided with information on proper food handling procedures in order to properly train their crew members.
Food is prepared fresh daily and temperatures are monitored regularly. Gloves are required to be worn during all food handling procedures.

 

        Also, the American Heart Association’s (AHA) heart-check mark that has been on grocery-store products for 17 years is now extending to the restaurant industry, with a certain sandwich chain paving the way. Last year, Subway became the first restaurant chain to participate in the AHA’s Heart-Check Meal Certification program, a two-year pilot program in which menu items that meet the required nutritional criteria can display the AHA’s Heart-Check mark.

 

Ch. 18-Social Media and Marketing

SUBWAY Twitter & Face book

        With nearly 15 million friends on SUBWAY's facebook page and over 555,555 followers on Twitter, subway spend a tremendous amount of time not only sharing news about special promotions at Subway, but also listening, responding and amplifying customers' stories or their concerns to make sure they know they are being heard.
   

 

 

        Twitter : Definitely key to success for any business is to provide the best service to its customers and to get the satisfactory response from them. Subway does a great job of making sure that they are constantly engaging with their customers via Twitter. They recognize the importance of social customer service. The brand does not only use their Twitter handle for promotional purposes, but they take advantage of the opportunities it provides for them to connect with their customers.

        Facebook : Subway restaurants is under fire after an Australian man posted a photo on the company's Facebook page of one of its footlong sandwiches next to a tape measure that shows the sub measuring up to 11 inches. While Subway has had much success with their “$5 Footlong” promotion, more than 100,000 people have "liked" or commented on the photo, which is accompanied by the caption, “Subway pls respond.”


        It has definitely changed the landscape of customer service for all of SUBWAY franchisees by providing a platform for consumers to share their feedback in real time

Ch. 10 - Product Concepts

Subway's concept (choices)
          Americans love choices. They pride themselves on the ability to make decisions. They're mature individuals after all, they can handle their lives with the sensibilities of a well-informed decision.
 
Subway sandwiches have quickly become a familiar and favorite brand for American consumers across the country, and is picking up markets spanning the globe. The variety, selection, fresh ingredients, and countless options to make your signature sub haven't stopped us from enjoying that steady lunch from this franchise.

 With the development of five different bread options, six different sauces, 15+ sandwich/salad toppings, five types of deli-style cheese, 5 types of meat, and a revolving menu of specialty subs, its enough to make your head spin.
In addition, when your next visit the store, you'll notice a few key differences.

1. There is usually not a standard sandwich setup; competitors are offering very unique and individual concoctions that aren't so easily mixed and matched.
2. The sauces cannot usually be transferred from one sandwich to another; if the sandwich is a Reuben, you usually can't put the Thousand Island dressing on a BLT (unless you ask nicely, but it could take a while).
3. The menu offerings aren't quite so frequently advertised, nor are the newest additions flashed across evening primetime television for weeks straight as the sole provider of new ideas for our pleasant sandwich-making process.

Subway's new concept

      Subway Cafe’s are set up essentially the same (as a traditional Subway) as customers order sandwiches the way they’re used to, however, Subway Café’s include baked goods and dessert items and a full line of espresso-based creations. Subway Cafe’s signature menu items are in addition the the regular fare.

Ch. 17 - Personal Selling and Sales Management

retaining loyal customers (Subway eat fresh club)
       Subway is giving away free lunch to those who join their Subway Eat Fresh Club. In addition, you'll be emailed details just before your special day such as your birth day on how to claim your free 6 inch sub adn drink. You'll also get special offers and more just for joining.








Relationship selling

Subway's core product is the submarine sandwich (or "sub"). In addition to these, the chain also sells wraps, salad and baked goods (including cookies, doughnuts and muffins).
Subway's best-selling sandwich, the B.M.T., contains pepperoni, salami and ham. The name originally stood for Brooklyn Manhattan Transit, but now stands for "Biggest, Meatiest, Tastiest".
Subway also sells breakfast sandwiches, English muffins, cookies, and flatbreads. In 2006, "personal pizzas" debuted in some US markets. These are made to order(like their subs) and heated for 85 seconds. Breakfast and pizza items are only available in some stores. In November 2009, Subway signed a deal to exclusively serve Seattle's Best Coffee coffee as part of their breakfast menu in the US.

Ch. 16 - Advertising, Public Relations and Sales Promotion

Advertising

Eat Fresh

Subway’s slogan is perfect.

Subway uses the advertising slogan "Eat Fresh", and focuses on how their sandwiches are made from freshly baked bread and fresh ingredients, in front of customers to their exact specifications, by employees whom Subway calls "Subway Sandwich Artists".
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.

Sales Promotions 

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.


 

$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.

Sub club

 

In early June 2005, Subway announced its customer reward program would be phased out due to counterfeiting. The "Sub Club" program was discontinued in the US.
All stores in the US in the Subcard system, offering customers points with each purchase at a Subway store, which are redeemable for subs and snacks. Participating Subway restaurants in the U.S offer a "Subway Card" to customers, which functions as a stored-value cash card. In some states and provinces, the card also functions as a "Subway Rewards Card", allowing customers to earn points for free food and sandwiches. Unlike in the "Sub Club" program, no other purchase is needed when redeeming points, and registered cards can be replaced if lost or stolen. Subway runs periodic promotions in which it gives away free subs to customers who preload a Subway Card with certain dollar amounts.

Ch. 14 - Marketing Channels and Retailing

 

Retail Format : Franchise Model

Definition of Retailing mix :

Retailers combine the elements of the retailing mix to come up with a single retailing method to attract the target market.

Subway's Target Market : Young, Urban, Health Conscious

Product :

SUBWAY menu offerd a wide variety including salads, pasta, dinners, soups and desserts. They offer wider menu and better quality fresh products. They constantly offered wider menu and better quality fresh products from 1996 to 2005. Subway prides them on always having the freshest ingredients available for sub, and they hide nothing from the customer. All their products are made on the spot while the customer chooses what toppings thay want on the sub.

Price :

Price is a potent element of the retailing mix because of its retailings' goal is to sell products to consumers, and the right price is critical in ensuring sales. SUBWAY use upscale pricing little higher than normal subs in the market. They offer differential pricing starategy
with value pricing. But create value products by service in terms of quality. Above of all, Subway is not dealing with the junk food like Mc Donald's and Subway refer to the quaility food and healthy food but in affordable prices.

Place :

To sale products, arranging Place to open a outlet becomes very important. Place determines where a product is distributed to the customers. As SUBWAY do have many Outlets on and near Oxford Street but the research shows that the outlets near to subways or public places can make the huge differences as far as the sale in concern. But, sometime people get irritated to see the too many Outlets within a small area like SUBWAY do have many branches on Oxford Street so some time can be negative point.

Promotion :

The majority of the advertising is done via national TV during prime time, sports and late programming on major broadcast networks and cable networks. Additional advertising is done via local markets on TV, radio and in print. SUBWAY restaurants also promote advertising messages and specials in-store with point of purchase material such as posters, menu translates.

Presentation :
Customers can see what is being made and can also customize their subs. And, the layout allows a sequential flow from ordering, making of the sub to billing. There are one non-veg and the other veg with billing counter in the center.

 

Ch. 6 - Consumer Decision Making

 Need Recognition

Subway chain provide diverse sandwiches with low-fat. Nowadays, people tend to consider their health benefit and value even when they want to eat foods in a short time. So, they ready to select the fast foodstores such as Subway restaurant.

Need recognition is the first stage of consumer decision making process and it can be explained as result of an imbalance between actual and desired needs. Interestingly, need recognition may relate to actual need of a perspective customer to a specific product or service, as well as, ‘perceived’ customer need imposed by businesses through effective marketing communication strategies.
Specifically, the emergence of the latter form of customer need plays an integral role in customer impulse shopping, and accordingly retailers attempt to create a ‘need’ in customer’s mind for the products and services they are offering. For instance, ‘imposed’ needs in retail environment may include ‘need’ to be refreshed and energised by consuming a range of soft drinks and energy drinks sold by retailers, as well as, ‘need’ to follow fashion trends by purchasing specific items sold by retailers.

Information Search

When people decide to eat sadwiches in Subway, they search to get information about Subway using the Internet, TV, and other media.

The second stage of consumer decision making process relates to information search. Once a need is recognised by a perspective customer, he would seek for information about the available ways to satisfy the need. It is important to stress that “the extent to which the consumer needs to search for information depends on his current information levels and the perceived value of the additional information” (Pradhan, 2009, p.123).
Customers are greatly influenced by marketing strategies of retailers during this stage of the decision – making process as well. Namely, retailers communicate information about the brand through various communication channels that might include any combination of advertising, direct marketing, public relations and publicity, personal selling, events and experiences and sales promotion (Kotler and Keller, 2009).

Evaluation of Alternatives

Sometimes, people consider 'Is Subway really eating fresh?', 'Is Subway healthy?', or 'Is Subway healthier than other fastfood stores like the McDonalds?'. Likewise, many customers evaluate the Subway before they eat in the store.

During the third stage of consumer decision making process perspective customers are engaged in evaluation of alternatives. In other words, during this stage “consumers consider the relative importance of each attribute of the product-service mix” (Reid and Bojanic, 2009, p.39).
Influencing customer behaviour at this stage of decision making process is critical for retailers in terms of improving their levels of customer attraction and retention. Accordingly, retailers attempt to attract customers with their competitive edges that are usually based in one or more elements of marketing mix.
It worth to be noted that “the marketing mix principles are controllable variables which have to be carefully managed and must meet the needs of the defined target group” (Kumar, 2010, p.45).  Depending on the nature of their chosen strategy retailers might decide to base their competitive advantages on product (Marks and Spencer, Waitrose), price (Lidl, Netto), promotion (Tesco, Siansbury’s), and/or place (Tesco, Siansbury’s).

 

Purchase

If customers do not have a new idea, they can purchase Subway sandwich easily because there are about 20,000 stores in the world.

Making the purchase corresponds to the fourth stage of customer decision making process. Factors playing significant role on the choice of retailer to make a purchase from at this stage include the level of satisfaction from past shopping experiences, product return policy, store atmosphere and the intensity of time pressure associated with the purchase.
Moreover, it has to be stated that “if the need isn’t great and the solutions the consumer finds aren’t desirable enough to motivate a purchase, the consumer may postpone the purchase until a satisfactory opportunity presents itself” (Lake, 2009, p.29)

Post – Purchase Behaviour

Subway customers accurately convey the tastes, textures, smells, presentation and enjoyability of food eaten at the Subway restaurant. They not only comment on the sandwich but also on the atmosphere, staff knowledge and attentiveness, the way the staff treats you and respects the other customers, the speed of service, the general impression of the restaurant.

The last stage of customer decision making process involves post- purchase behaviour of customers. It goes without saying that “the post-purchase phase of the decision-making process is essential for marketers to ensure that consumers are satisfied after the purchase” (Ramesh, 2008, p.3). The level of satisfaction or dissatisfaction associated with specific shopping experience customer value brand perceptions and the nature of their repeat – purchase behaviour.
Accordingly, a range of retailers invest in post-purchase communications among customers that can be done through follow-up calls or e-mails from salespeople. However, such type of practices are usually exercised in relation to high value items and it is not very popular among the majority of retailers

Ch. 5 - Developing a Global Vision

Subway's chainwide growth figures are extraordinary, with the opening of about 48 units per week around the world. This translates to about seven new Subway restaurants opening per day, or one every three and a half hours.

 

 

With vision, an global entrepreneurial spirit and a unique business philosophy, Fred DeLuca and the sandwich empire that he created have become icons, inspiring thousands around the world to take their careers into their own hands and to become their own boss.

Acknowledging his contributions to the industry, Fred DeLuca was personally honoured recently with the International Franchise Association's highest accolade when he was inducted into the IFA Hall of Fame.

In 2002, the Subway chain surpassed McDonald's in number of locations in the United States, Canada and more recently, in Australia. Headquartered in Milford, Connecticut, the chain has regional offices in Amsterdam, Beirut, Brisbane, Miami and Singapore.

An impressive 70 per cent of the franchises sold by the Subway chain are purchased by individuals already in the Subway system. To many, this not only illustrates a level of success that Subway franchises have achieved, but it also serves as an indicator of satisfaction. So it should be no surprise that the Subway chain was named the 'number one' franchise opportunity for 2005 by Entrepreneur magazine in their annual 'Franchise 500' rankings. For those of you who are keeping score, this is the 13th time in 17 years that the chain has achieved this honour.

Director of Development Don Fertman says: "We couldn't have achieved such success without the hard work and dedication of our franchisees in the world."

23,500 reasons to open a SUBWAY® restaurant

• Over 23,500 restaurants in 82 countries - more than any other franchise in the US and many other countries

• Global brand recognition, the household sandwich name

• 40 years experience, with a dedicated support structure

• Low initial investment and simple operations

• 70% of new franchises purchased by current owners


  

Ch. 4 - The Marketing Environment

        All businesses are affected by national and global economic factors. The climate of the economy dictates how consumers, suppliers and other organisational stakeholders such as suppliers and creditors behave within society.
As the economy is in a recession due to the financial crisis right now, it has the impact on the potential customers that they generally have less money to spend. Due to that fact, people might tend to keep the money in their pockets and cut down on expenses in their everyday life. One consequence may be that they reduce or cut down on restaurant visits. That can be seen as an advantage that they reduce visits to more expensive restaurants and instead visit less expensive fast food chains. In that an opportunity would arise for fast food chains like Subway. People do not want to renounce totally to go out for lunch or dinner and therefore they might choose more affordable places. Besides that, compared to other nationalities, Malays earn quite a lot. As a result they are not so affected by the crisis and do not have to cut down so much in their everyday life.
Population changes also have a direct impact on organisations. Changes in the structure of a population will affect the supply and demand of goods and services within an economy. Therefore, people have more money to spend. As a result, there are more potential customers for visiting fast food chains.

Subway Restaurant - Globe Locations

        Subway sandwich chain beats out McDonald’s Corp. as the world’s largest restaurant chain, in terms of units according to the Wall Street Journal.  At the end of 2010, Subway had 33,749 restaurants worldwide, versus McDonald’s 32,737.  As more restaurant chains look to grab market share in a trying economic environment, Subway may be offering more value as a healthier alternative as their slogan suggests “Eat Fresh”
Could Subway’s new fame globally usher in a new era of fresh alternatives at the drive through window? Already, McDonald’s has changed their menu and Burger King as well as other fast food restaurants are offering healthy alternatives to keep customers coming back.  Look for fast food chains to continue to offer healthy food and work harder to market the fresh, tasty -new offerings.  Subway’s Jared definitely helped the marketing for the restaurants and he is still popular as a cultural icon.

Heart Health & Childhood Obesity
Coronary artery disease is the most common form of heart disease and is a leading cause of death worldwide. Every year about 870,000 Americans die from cardiovascular diseases and stroke. A major factor is poor lifestyle habits prevalent among American adults and children.
Subway is particularly passionate about heart health and doing our part to fight childhood obesity by encouraging healthy eating habits and living active lifestyles.

Ch. 3 - Ethics & Social Responsibility

       

Subway Restaurant's Ethics

         Subway's vision is to make the restaurants and operations as environmentally and ethically responsible as possible. Every day, Subway strives to conduct business in a way that has a positive impact on the environment while improving the lives of their customers, franchisees, employees, vendors and communities worldwide. Subway believe that using good, environmentally sound business practices help increase their franchisees' profitability, improve their customers dining experience as well as help protect the planet. They promise to Continue to evolve their menu of great tasting, healthier options as well as provide access to nutrition and healthier lifestyle information. And, to ensure food meets the highest quality and safety standards. Also, Subway trys to find sustainable and cost effective solutions that serve the business needs of franchisees. In addision, they focus on sustainability initiatives on energy efficiency, water & resource conservation, waste reduction, sustainable sourcing and supply chain management. Finally, Subway encourages their franchisees' to contribute to their communities, promote diversity and choose  “environmentally friendly” options and business practices such as building Eco-Restaurants.

Subway Restaurant's Social Responsibility


        The SUBWAY brand understands the importance of offering a variety of healthy options and providing access to complete nutritional accurate information for thier customers. Over the past several years, Subway has switched to products and practices that improve energy efficiency, water conservation, food and water quality and reduce our waste stream. From streamlining they supply chain or using a strict Vendor Code of Conduct that ensures our high food quality and safety standards are met, they not only help reduce energy, water usage and waste but they’re taking care of the environment too. Subway knows that it takes more than just good food to nourish people and build vibrant communities. It starts with taking care of people, the heart and soul of the Subway experience. Whether a walk-a-thon in your community or a large school event, they’d love to help out with your local charity or educational institution’s event.

Ch. 2 - Strategic Planning for Competitive Advantage

 Competitice Advantage - means that a firm has a marketing mix that the target market sees as better than a competitor's mix

 SWOT analysis - that is, the firm should identify its internal strengths(S) and weaknesses(W) and also examine external opportunities(O) and threats(T).

 

Strengths:

• (Scale) Subway Restaurants is one of the leading submarine sandwich franchise based in the world.(20,532 restaurants all over the world).
• (Customization) Customers are able to choose great degree of healthier meals.
• (Price) Low startup Costs.
• (Place) Subway has positioned itself in places like hospitals, churches, schools and popular retail stores like Home Depot and Wal-Mart.
• (Food) The food menu of the Subway reflects the high demand of healthy and fresh food which is also fast.

 

Weaknesses:

• (Decor) The interior design of the oultets often outdated.
• (Service3-1) Service commitment is not consistent from store to store.
• (Service3-2) There are no drive through availability and child entertainment.
• (Service3-3) Limited seating in most stores and menu.
• (Staff) Employee turnover is high.
• (Food) No desert options for gluten-free or diabetic diet.

Opportunities:

• (Invest2-1) The company can invest more to expand its business in the international market. (additional global stores)
• (Invest2-2) The company can update interior and look to encourage dine-in.
• (Service2-1) Instroduction of drive-thru.
• (Service2-2) Home meal delivery.
• (Customer) Changing customer habits and new customer groups.
• (Food3-1) Good nutriton geared to all ages. (children and seniors can enyoy)
• (Food3-2) Help to control childhood obesity.
• (Food3-3) Increasing demand for healthier food.

Threats:

• (Competition3-1) Competition has better quality of meat.
• (Competition3-2) Competiton decreases their prices.
• (Competition3-3) The company faces serious threats from large fast food chains in the world like Wendy's, KFC, McDonald, etc.
• (Service) Lack of drive-through means patrons could go elsewherefor quicker service.
• (Bad economy) The current economic recession is another threat for the company as it directly affects the consumption and spending power of the consumers.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

The Subway Sandwich Fast Food Restaurants History:

Back in 1965, Fred DeLuca set out to fulfill his dream of becoming a medical doctor. Searching for a way to help pay for his education, a family friend suggested he open a submarine sandwich shop.

With a loan of $1,000, the friend—Dr. Peter Buck—offered to become Fred’s partner, and a business relationship was forged that would change the landscape of the fast food industry.

The first store was opened in Bridgeport, Connecticut in August, 1965. Then, they set a goal of having 32 stores opened in 10 years. Fred soon learned the basics of running a business, as well as the importance of serving a well-made, high quality product, providing excellent customer service, keeping operating costs low and finding great locations. These early lessons continue to serve as the foundation for successful SUBWAY® restaurants around the world.

By 1974, the duo owned and operated 16 submarine sandwich shops throughout Connecticut. Realizing they would not reach their 32 store goal in time, they began franchising, launching the SUBWAY® brand into a period of remarkable growth which continues to this day.

Today, the SUBWAY® brand is the world's largest submarine sandwich chain with more than 37,000 locations around the world. We’ve become the leading choice for people seeking quick, nutritious meals that the whole family can enjoy. From the beginning, Fred has had a clear vision for the future of the SUBWAY® brand. As we continue to grow, we are guided by his passion for delighting customers by serving fresh, delicious, made-to-order sandwiches.

The Subway Sandwich Fast Food Restaurants Mission Statement:

In its clarity, simplicity, and achievability, the Subway Sandwich Restaurant chain has one of the best mission statements in the U.S. restaurant industry. The Subway mission statement is...

"Delight every customer so they want to tell their friends – with great value through fresh, delicious, made-to-order sandwiches, and an exceptional experience."

Subway fast food restaurants also have a larger vision, which is the inspiration for its international restaurant operations. The Subway restaurants and franchises Vision is...

"Be the #1 Quick Service Restaurant (QSR) franchise in the world, while delivering fresh, delicious sandwiches and an exceptional experience."

How Subway Sandwich restaurant franchisees and employees achieve the company's mission and make the Subway vision a reality is further defined by the Subway Core Values and Philosophy...

• Family – We build our business relationships by serving each other, our customers and our communities, much as we do within our own families.
  
  
• Teamwork – We challenge ourselves and each other to succeed through teamwork, against shared goals and to be accountable for our responsibilities.
  
  
• Opportunity – We create an entrepreneurial, ever-growing SUBWAY® community, increasing the opportunity for everyone.