Monday, May 15, 2023

The New Subway Finds Electricity with Esports


Revive, renew, reinvent, and refresh its brand relationships with key demographics, Subway announced that it will become the Official Sandwich of 100 Thieves, kicking off a sweeping ‘refresh’ of the premier lifestyle brand and gaming organization as it embarks on a challenging stretch in the League of Legends Championship Series (LCS).    

That move is sure to drive new digital electricity into the Subway brand according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

So, in addition to being the Official Sandwich of 100 Thieves, Subway will become the marquee partner of its League of Legends professional team. It will overhaul 100 Thieves’ dedicated training room for League of Legends at its 15,000 square foot headquarters in Culver City, California – giving the team a competitive edge before the LCS Summer Split, a pivotal qualifier in the North American championship.   

Carrie Walsh, Chief Marketing Officer for Subway, stated, “Whether they compete on the court, field or battle arena, Subway is proud to be a part of the success stories of the best athletes in all sports. The incredible competitors and creators at 100 Thieves are no different,” ... “They’ve grown up with Subway and we have fueled their success. It’s only fitting that Subway would step up to help 100 Thieves reclaim its rightful place at the top of the esports world.”  

That’s not all as Subway will also hit refresh on 100 Thieves’ match-day jerseys for its other pro teams competing in Valorant and Apex Legends. These Subway-branded jerseys will be available for purchase online via, so fans can look and eat like the pros.   

100 Thieves President John Robinson, stated, “Subway is synonymous with fueling talent and teams across multiple, competitive verticals,” …. “As new members of the collective, they’re helping refresh our edge in the LCS and beyond. There are only great things ahead.”  

Are you looking for new customers? Do you want to keep your current customers while building new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.” 

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

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