Description
PROJECT ON SUBWAY
1
Company History:
? Subway prides itself in being a healthy fast food
chain offering a variety of sandwiches and subs
? Founded in 1965 by Fred DeLuca and Dr. Buck.
o As a growth strategy, to
increase profits,
they embarked on the idea
of franchising their business.
? Subway locations grew exponentially.
2
Strategy
? Formulating a unique value proposition. ? Targeting an underserved customer segment.
? Structuring an aggressive franchising model.
? Expanding internationally.
3
Marketing • Slogan:- “Eat Fresh”
• Higher perceived value against competition. • Custom sandwiches tailored to customer.
• Appeal to young professionals.
4
FRANCHISHING
•
Low start up costs – Less equipment is needed • Countertop, oven, refrigerator, and microwave – Small Area is needed • Real-estate costs are low
• Lowered operating costs which therefore raise
margins – $12,000 v/s $45,000 for McDonalds • Makes it appealing to investors
5
International Growth:
• ?
?
1st entered into world market in 1984 in the Middle East nation of Bahrain
“
?
Used development agents to recruit franchises and assist in growth.
? Core menu was left unchanged,
with exception of religious and cultural consideration.
6
? “In summary, Subway’s success consisted of a strong
brand based on a unique value proposition aimed at a dissatisfied target segment. The company’s low-cost franchising strategy has allowed Subway to flourish both domestically and overseas.”
7
Company Profile :
Industry
Fast Food
Founded
Bridgeport, Connecticut, U.S (1965) Fred Du Luca and Peter Buck
Founders
Headquarter
Milford connecticut
8
Subs
Salads
Products
Pizzas
Other Food Products
9
Company Profile :
• Revenue • Owners • Website
• $9.05 billion USD • Doctor’s Associates’s
• www.Subway.co m
10
Logo
• The entire logo is used to convey the meaning
intended and avoid tarnishing or misrepresenting the intended image.
• The logo is of a size and resolution sufficient to
maintain the quality intended by the company.
11
Significance
? Identify the brand Subway:- a subject of public
interest.
? Help the reader identify the brand.
? assure the readers that they have reached the right
article containing critical commentary about the brand. ? Any substitute would fail to convey the meaning intended.
12
Market Opportunity Facts:
? The Asia-Pacific fast food market has
experienced 11.7 % growth between 1999 and 2003. ? The market was worth $77.9 billion in 2003, an increase of 55.8 % since 1999. ? This growth is considerably stronger than the overall global market and is driven by the large-scale expansion of the Chinese market 83 % ? In terms of value, Asia-Pacific represented 28.3 % of the global market in revenues for fast food in 2003.
13
Competitors :
?
KFC
McDonalds
Burger King
14
?
:- First submarine sandwich shop in bridgeport.
o Called as Peter’s Super
Submarines.
o
Avg. cost was 49 cents to 69 cents.
15
? 1966:- Fred hoped to make enough
money to pay his college tuition and become a medical doctor.
Dr. Buck
16
• Fifth sandwich shop is opened.
First time the name “Subway” is used.
17
?
1975:- Sandwich
“BMT” is first introduced.
? It is named for the “Brooklyn
Manhattan transit” system
18
? 1977:-The “Snak” sub sandwich is introduced.
? 1980:- Salads are introduced to the menu.
19
? 1983:- Ranked number in the sub
sandwich category in the Entrepreneur magazine.
? Introduced freshly baked bread to the menu.
20
? 1984:- Opens its first international location in
Bahrain.
? Small island country in middle east.
21
? 1985:-Steak, cheese and wheat bread are added to the menu.
? Celebrates opening of the 500th unit . ? First restaurant in “Puerto Rico”. ? 38th in the “Venture “ magazine.
22
? 1989:- Present in all 50 states.
? Restaurant number 3000 opens in North Muskegon,
Michigan. ? First location opens on the south pacific island of Guam.
23
? 1990:- deli style roll is introduced.
? Reaches goal of 5000 restaurants with opening in
Texas.
? First restaurant is Mexico and in St. Maarten is in
Netherlands Antilles.
24
? 1991:- Kids pak meal is introduced.
? First restaurant on college campus in amusement park
in Aruba.
? First subway network TV
commercials airs.
25
? 1995:-First New Zealand restaurant
in Parnell, Auckland.
? Fred Deluca and his wife visit New Zealand first
time to attend store opening.
? Supporter of 5+ day program.
26
? 1996:-
www.subway.com
? Motion picture “Happy Gilmore”.
? Brand also featured in Mel Gibsome film “Ransom”.
27
? 1997:- Featuring 7 submarine sandwiches with 6 grams
of fat or less, introduced.
? ? ?
2001:- Fresh veggie, the cucumber is added to subway menu.
28
? 2002:- Surpasses the number of Mc Donalds
restaurants in U.S . ? Record breaking 2027 restaurants.
2003:-Subway New Zealand is signed as sponsor of “Darryll King Motor Cross Team”.
29
? 2004:- 100th restaurant in New Zealand by Marcus
Griffin in Gisborne.
? Introduces Carb -controlled Wraps.
30
? 2005:- Celebration of 40th anniversary.
? Fresh toasted subs are added to subway menu.
? 2006:- Subway Express.
?
Official sponsor of Avanti Cycling team.
31
? 2007: Launches subway Fresh Fit for Kids Meals.
? First subway Eco Store in Flourida.
? Present:-Subway Avanti Cycling team is UCI
registered.
32
33
doc_517557454.ppt
PROJECT ON SUBWAY
1
Company History:
? Subway prides itself in being a healthy fast food
chain offering a variety of sandwiches and subs
? Founded in 1965 by Fred DeLuca and Dr. Buck.
o As a growth strategy, to
increase profits,
they embarked on the idea
of franchising their business.
? Subway locations grew exponentially.
2
Strategy
? Formulating a unique value proposition. ? Targeting an underserved customer segment.
? Structuring an aggressive franchising model.
? Expanding internationally.
3
Marketing • Slogan:- “Eat Fresh”
• Higher perceived value against competition. • Custom sandwiches tailored to customer.
• Appeal to young professionals.
4
FRANCHISHING
•
Low start up costs – Less equipment is needed • Countertop, oven, refrigerator, and microwave – Small Area is needed • Real-estate costs are low
• Lowered operating costs which therefore raise
margins – $12,000 v/s $45,000 for McDonalds • Makes it appealing to investors
5
International Growth:
• ?
?
1st entered into world market in 1984 in the Middle East nation of Bahrain
“
?
Used development agents to recruit franchises and assist in growth.
? Core menu was left unchanged,
with exception of religious and cultural consideration.
6
? “In summary, Subway’s success consisted of a strong
brand based on a unique value proposition aimed at a dissatisfied target segment. The company’s low-cost franchising strategy has allowed Subway to flourish both domestically and overseas.”
7
Company Profile :
Industry
Fast Food
Founded
Bridgeport, Connecticut, U.S (1965) Fred Du Luca and Peter Buck
Founders
Headquarter
Milford connecticut
8
Subs
Salads
Products
Pizzas
Other Food Products
9
Company Profile :
• Revenue • Owners • Website
• $9.05 billion USD • Doctor’s Associates’s
• www.Subway.co m
10
Logo
• The entire logo is used to convey the meaning
intended and avoid tarnishing or misrepresenting the intended image.
• The logo is of a size and resolution sufficient to
maintain the quality intended by the company.
11
Significance
? Identify the brand Subway:- a subject of public
interest.
? Help the reader identify the brand.
? assure the readers that they have reached the right
article containing critical commentary about the brand. ? Any substitute would fail to convey the meaning intended.
12
Market Opportunity Facts:
? The Asia-Pacific fast food market has
experienced 11.7 % growth between 1999 and 2003. ? The market was worth $77.9 billion in 2003, an increase of 55.8 % since 1999. ? This growth is considerably stronger than the overall global market and is driven by the large-scale expansion of the Chinese market 83 % ? In terms of value, Asia-Pacific represented 28.3 % of the global market in revenues for fast food in 2003.
13
Competitors :
?
KFC
McDonalds
Burger King
14
?
:- First submarine sandwich shop in bridgeport.
o Called as Peter’s Super
Submarines.
o
Avg. cost was 49 cents to 69 cents.
15
? 1966:- Fred hoped to make enough
money to pay his college tuition and become a medical doctor.
Dr. Buck
16
• Fifth sandwich shop is opened.
First time the name “Subway” is used.
17
?
1975:- Sandwich
“BMT” is first introduced.
? It is named for the “Brooklyn
Manhattan transit” system
18
? 1977:-The “Snak” sub sandwich is introduced.
? 1980:- Salads are introduced to the menu.
19
? 1983:- Ranked number in the sub
sandwich category in the Entrepreneur magazine.
? Introduced freshly baked bread to the menu.
20
? 1984:- Opens its first international location in
Bahrain.
? Small island country in middle east.
21
? 1985:-Steak, cheese and wheat bread are added to the menu.
? Celebrates opening of the 500th unit . ? First restaurant in “Puerto Rico”. ? 38th in the “Venture “ magazine.
22
? 1989:- Present in all 50 states.
? Restaurant number 3000 opens in North Muskegon,
Michigan. ? First location opens on the south pacific island of Guam.
23
? 1990:- deli style roll is introduced.
? Reaches goal of 5000 restaurants with opening in
Texas.
? First restaurant is Mexico and in St. Maarten is in
Netherlands Antilles.
24
? 1991:- Kids pak meal is introduced.
? First restaurant on college campus in amusement park
in Aruba.
? First subway network TV
commercials airs.
25
? 1995:-First New Zealand restaurant
in Parnell, Auckland.
? Fred Deluca and his wife visit New Zealand first
time to attend store opening.
? Supporter of 5+ day program.
26
? 1996:-
www.subway.com
? Motion picture “Happy Gilmore”.
? Brand also featured in Mel Gibsome film “Ransom”.
27
? 1997:- Featuring 7 submarine sandwiches with 6 grams
of fat or less, introduced.
? ? ?
2001:- Fresh veggie, the cucumber is added to subway menu.
28
? 2002:- Surpasses the number of Mc Donalds
restaurants in U.S . ? Record breaking 2027 restaurants.
2003:-Subway New Zealand is signed as sponsor of “Darryll King Motor Cross Team”.
29
? 2004:- 100th restaurant in New Zealand by Marcus
Griffin in Gisborne.
? Introduces Carb -controlled Wraps.
30
? 2005:- Celebration of 40th anniversary.
? Fresh toasted subs are added to subway menu.
? 2006:- Subway Express.
?
Official sponsor of Avanti Cycling team.
31
? 2007: Launches subway Fresh Fit for Kids Meals.
? First subway Eco Store in Flourida.
? Present:-Subway Avanti Cycling team is UCI
registered.
32
33
doc_517557454.ppt