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Subway Communication Mix

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Communication Mix

Subway communicates their franchisees with the world through advertising, PR, sales promotions and digital marketing.
Advertising: Subway is the 2nd biggest fast food advertiser in the US behind McDonalds. It spent over $510 million on advertising in 2012. Subway us an advertising slogan ‘’eat fresh’’ and focuses on how the subs are made freshly baked and used with only fresh ingredients, right in front of the customer, by employees Subway like to call ‘’subway sandwich artists’’. They also ran a product placement campaign in the TV series Chuck. As the ratings for the show began to fall a campaign to ‘’to save’’ chuck was launched for the fans, encouraging them to purchase a foot-long on the day the last episode of the series …show more content…

The foot-long was an offer of a 12 inch sub-marine sandwich which, coinciding the recession of 2008 did extremely well in terms of sales figures. Competitors even started to make similar moves to cut the price of the products in a way to attract customers. The promotion also started an on-going trend of offering a rounded price figure. The foot-long was started off by Stuart Frankel who was an owner of two Subway franchises. Frankel noticed that sales in his stored were lower on weekends so he decided to reduce the price of the subs for the weekends only. He later decided to make all the foot-longs the $5. At the time there were various prices for a …show more content…

Slowly franchises all over the US started to offer the $5 foot-long with some stores even offering steeper discounts such a $5 sub plus/chips/cookie and a drink. Sales for the company started to shoot up.
Subway ran a great risk at offering their product at such a low price. Each franchisee had to make the decision to take the risk and test of the offer would prove successful. Luckily for them it worked out for the better. An advantage of this offer was that it aloud Subway to compete with other fast food chains as it had been suffering to the likes of Burger Kings $1 whopper burgers and McDonalds $1 Big Macs.
Subway has also used a number of TV ad’s which benefited them greatly. Jared Fogle was used in a number of adverts in the early 2000’s. His first commercial was the beast that got the ball rolling for Subways new health kick and it was no longer just a normal fast food chain. Jared story of how he lost 250 pounds on a walking and eating two sub sandwiched a day caught the attention of millions. Jared would go on to star in 7 Subway ad’s, even up to recent times, and was credited with being one half of Subway

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