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Founded in 1965 by seventeen-year-old Fred Deluca and his friend Pete Buck, Subway emerged as a visionary enterprise with the aim of supporting Deluca's pursuit of a medical education. With a borrowed sum of $1,000, they initiated the first Subway franchise in Bridgeport, Connecticut, initially named Pete's Super Submarines. In 1966, Doctor's Associates Inc. was established to manage the burgeoning operations as the franchise expanded, and the iconic name "Subway" was officially adopted in 1968. This essay delves into the journey of Subway, its challenges, and strategies that contributed to its remarkable success.
Subway's inception faced challenges, notably in the choice of the first restaurant location.
The initial year proved to be a learning curve, emphasizing the crucial role of visibility and effective marketing in the fast-food industry. A pivotal decision was made to relocate the second store, setting the stage for future success. The founders' adaptability and resilience laid the foundation for Subway to become a flourishing franchise.
As the franchise expanded, the brand encountered critical moments that shaped its trajectory.
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The evolution from Pete's Subway to the now-universal Subway brand underscored the importance of strategic decisions in branding and marketing. Overcoming early mistakes, Subway established itself as a major player in the quick-service restaurant (QSR) sector.
In 2012, Subway recognized CHEMCO with the Social Responsibility Award, a testament to the company's commitment to sustainability and quality. CHEMCO's contributions to providing cleaning and sanitation supplies aligned with Subway's mission to create sustainable practices. This award not only acknowledges Subway's dedication to social responsibility but also exemplifies the collaborative efforts within the industry to foster positive change.
Marketing Myopia, a concept denoting management's failure to recognize its broader business perspective, is a challenge faced by many organizations.
To mitigate this, Subway has focused on strategies aligned with its mission statement: "Be the #1 Quick Service Restaurant (QSR) franchise in the world, while delivering fresh, delicious sandwiches and an exceptional experience." Strategies to avoid Marketing Myopia include revisiting product offerings, such as eliminating sugary sodas linked to childhood obesity, and enhancing customer experience through innovations like incorporating a drive-thru.
Subway's success in branding itself as a "healthy alternative to greasy fast food" has contributed to its widespread popularity. Brian Wansink's studies at Cornell University revealed Subway's acquisition of a "health halo," wherein customers perceive their choices as healthier and tend to indulge in extra treats. However, challenges persist, such as the perception of Subway salads lacking nutritional diversity.
Looking ahead, Subway can capitalize on emerging trends in the fast-food industry. A focus on global expansion, innovative customer engagement strategies like free Wi-Fi days, and the introduction of self-ordering kiosks are potential avenues for growth. Exploring sustainable energy sources, such as solar power, to keep food hot without microwaving aligns with contemporary environmental consciousness and can set Subway apart as an industry leader.
Subway's journey from a modest start to global recognition illustrates the importance of adaptability, strategic decision-making, and social responsibility in the fast-food industry. By acknowledging early mistakes, embracing change, and staying true to its mission, Subway continues to thrive. As the industry evolves, Subway's commitment to innovation and customer well-being positions it for sustained success in the competitive landscape.
Subway: A Journey from Humble Beginnings to Global Success. (2016, Nov 19). Retrieved from https://studymoose.com/how-subway-restaurant-can-avoid-marketing-myopia-essay
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