Monday, November 7, 2011

Subway is leveraging day-parts for success.

Subway’s message of better for you sandwiches and better for you concept has resonated with consumers.  The consumer interactive participatory assemble of the sandwich combined with the aromatic and visceral fresh baked bread has created a halo of better for you around the brand.  

 Unit sales were propelled higher with the price point promotion of the $ 5 dollar foot long.   Not only did the $ 5 dollar foot long edify the franchisee it edified the consumer with the brand creating additional contemporized consumer relevance.   

Currently Subway is running a bogo buy a sandwich before 9AM and receive another one of the same or lesser value for free.  The signal that Subway is sending to the rest of the retail food industry is look out we are serious about building breakfast and don’t intend on giving any ground on lunch.  This is one bogo that is a two meal deal.  Buy breakfast and get lunch.

Subway clearly is utilizing Foodservice Solutions® 5 P’s of food marketing: Product, Packaging, Placement, Portability and Price; leveraging all brand attributes with the 5 P’s. Subway is building strong sales with an integrated grocerant niche food program leveraging distinctive differentiated food consumables as an entity with identity by day part which can be seen in the pictures above.

Steven A. Johnson is Grocerant Guru at Tacoma, WA based foodservice consultancy Foodservice Solutions® and writes a blog at: He can be found on LinkedIn at:, Johnson,

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