CASE STUDY-SUBWAY SANDWICH FRANCHISE

Case Study: Subway Sandwich Franchise

Case Study: Subway Sandwich Franchise

INTRODUCTION

Subway brand was started in summer of 1965 in Bridgeport, Connecticut. Was brainchild of 17 years Fred DeLuca and family friend Dr. Peter Buck, with his goal is to earn money for college tuition for Fred. With the $ 1,000 loan from Dr. Buck, Fred opened sub shop. Currently, there are 27,436 restaurants in 85 countries, making it second largest fast food franchise in world. Approximately 5,000 of these places are non-traditional units - such as convenience stores, truck stops, colleges and universities, hospitals, military bases, stadiums, shopping malls, and more. It aims to be largest fast food franchise in every market. But let's get one thing straight, metro is daily intake of fast food.

BACKGROUND

There are many fatty fast food restaurants in area, such as Franco and Pizza Hut, but no healthy food can be purchased at these two places. Subway is the sandwich that restaurant sandwiches are highly customizable so you do exactly to customer requirements. After some browsing on metro page, I realized it was the franchise that has many advantages and some disadvantages, so it seemed over feasibility study.

Stockbridge is the small area with the main street, which consists mainly in tertiary sector small retail shops and many housing area around this central street. Retail stores, reach consumers in area with cash to buy goods and some of this money will be spent on meals, while consumer is away from home. Surrounding area is largely residential so that residents can become regular customers and visit often because of ease to reach restaurant from their homes. (Fill 2002)

CHALLENGE

THE franchise of 16 stores in Buffalo / Rochester, New York, aim was to generate more business with your current customer base through "My meter mobile" program. Program was promoted through marketing brochures cash points' restaurant and underground radio and television campaigns in area. When customers participate in promotional offers were sent coupons for products and e-mail and text messages. (Ellwood 2002)

RESULTS

Those who have received the text message with an alphanumeric code for submission to cashier at time of purchase. First coupon client's right to the new Subway sandwich six inches free with purchase of the 32-ounce beverage. (Davies 1998)

In my study, I asked people if they had heard of outside of Metro and 50 people asked, only one did not know, so it's safe to assume that about 98% of people in area known restaurant. This is due to promotions and advertising done by franchise to increase brand awareness throughout United Kingdom. Of sample, 54% had purchased something in restaurant shows that about this percentage of population may be regular customers or endured restaurant. Combined with my question about how customers view restaurant, it shows that Metro is quite popular among public in Stockbridge area so I can definitely say it is not part of anticipated demand for snacks sold in restaurant.

Metro determined that most effective campaign format had three four messages per ...