Founded in 1965 by Fred DeLuca and Dr. Peter Buck the goal was to build a brand of “better for you” great tasting fast food outlets. Consumer have never slowed in showing appreciation, today Subway is the world’s largest restaurant chain. Ready-2-eat “better for you” food works worldwide and Subway proved it.
In a first for a Quick Service Restaurant (QSR) Subway was the first to meet the stringent nutritional standards required for the American Heart Association’s Heart-Check Certification program. Tony Pace, Sr. Vice President, Global Chief Marketing Officer of the SUBWAY® Brand stated "The Heart-Check reinforces our leadership as a healthy food option for the many Americans who want a simple way to enjoy eating better."
From the beginning Subway focused on “better for you” food as a brand strategy. It worked and today they successfully integrated tactic after tactic to edify the strategy. Here are just a few examples; reducing sodium across the board, fortifying bread with calcium and vitamin D, and Fresh Fit Meals.
Success does leave clues and Subway is an outstanding example brand messaging success and how to integrate consumer focus tactics extending the halo of the brand with continued consumer relevance.
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