Rise, fall and future of subway including reasons of success, fall in numbers, rebranding approach, menu updation, partnership and study of customer need and taste.

1. RISE, FALL &
FUTURE
OF SUBWAY

2. OVERVIEW
Rise
Fall
Future

3. INTRODUCTION
• THE CHAIN BEGINS WITH NAME PETER SUPER SUBMARINE IN 1965
• THREE YEARS LATER CO-FOUNDER LUKA AND PETER REBRANDED IT TO SIMPLY SUBWAY
• BRAND REDEFINED FAST FOOD WITH FRESH INGREDIENTS AND OPEN KITCHEN
• CUSTOMERS CAN CHOOSE THEIR FILLING ITEM AND SEE THEM BEING PREPARED
• COMPARED TO OTHER FAST FOOD CHAINS THIS FELT HEALTHY

4. RISE
• BY 1981, THERE WERE 200 LOCATION OF SUBWAY ACROSS US
• SUBWAY FRANCHISING IS CHEAPEST ($116000 - $263000)
• SINCE, IT WAS EASY TO OPEN, THE NUMBER OF STORE INCREASED RAPIDLY
• FROM 1990 TO 1998, STORE LOCATION RISES FROM 5000 TO 13000 AND GROSS SALE
INCREASED BY $2.1 BILLIONS

5. REASONS OF SUCCESS
• MARKETED ITSELF AS HEALTHY ALTERNATIVE TO FAST
FOOD
• JARED FOGLE STORY OF WEIGHT LOSS WITH SUBWAY
FOODS
• BY 2008, DURING THE RECESSION, THEY MADE $3.8
BILLION IN SALES WHICH IS 17% INCREASE OVER
PREVIOUS YEAR
HEALTH BRAND WITH HEALTHY AND FRESH
INGREDIENTS
5$ FOR 5 FEET LONG PROGRAM DURING
THE RECESSION

6. FALL
• RISE OF VARIOUS COMPETITORS
• THE MAIN COMPETITOR MC DONALD AND OTHERS INTRODUCED THEIR HEALTHY ALTERNATIVES
• NO NEW IDEAS TO BRING NEW TRAFFIC IN HOUSE
• EASY TO OPEN FRANCHISE WHICH CAN BE OPENED IN EVERY CORNER
• COMPANY DIDN’T STOP TO PROVIDE FRANCHISE AS THE COMPANY WAS BENEFITTED
• AVERAGE REVENUE OF ONE STORE STARTED TO DROP

7. FALL OF SUBWAY IN NUMBERS
• FROM 2012 TO 2016 AVERAGE REVENUE PER LOCATION HAS DROPPED FROM $463000 TO
$422500
• IN 2015, FOGLE WAS CHARGED POSSESSION WITH CHILD PORNOGRAPHY AND SEX WITH MINOR
• IN 2016, SUBWAY CLOSED MORE THAN 300 STORES
• BY 2017, THE DROPPED NUMBER INCREASES TO MORE THAN 1000

8. REBRANDING & REMODELING
wifi USB ports
Updated furniture Music

9. FUTURE
• REBRANDING
• UPDATED MENU ITEM
• PARTNERED WITH TASTEMADE FOR NEW MENU WITH DRINKS (MILKSHAKES)
• NEED TO WORK ON CUSTOMER NEEDS AND TASTER

10. THANK
YOU
RASNA.COM.NP