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.