Successfully reported this slideshow.
Subway Shifts the Focus to Its 
Veggie Selection 
by 
Howard Davidson, Arlington, MA 
Slide By :- Howard Davidson Arlingto...
Subway’s shifting the focus of its ads, 
trying to play up its veggie selection 
and push sales of its meatless 
offerings...
This comes on top of an ongoing 
promotion that’s emphasizing the 
freshness of the company’s bread, 
which makes sense af...
So what’s up with the shift to bread and 
veggies instead of the company’s meat 
offerings? Well, according to Subway CMO ...
That makes sense, I suppose. When you look 
at just about any restaurant’s ads, chances 
are there’s some sort of meat fro...
Subway’s not necessarily trying to take that 
crown away, either. Even though they’re 
pushing fresh bread and nice fresh ...
Part of what Subway’s really doing is 
probably trying to restore its reputation as a 
healthy dining option after people ...
Is this a bad thing? Not really, no. Even if 
the push to focus on veggies and fresh 
bread seems a little reactionary, it...
Like Pace said, Subway needs to do 
everything that it can to stand out. Does 
that mean grasping at the iron ring of 
“he...
Like Pace said, Subway needs to do 
everything that it can to stand out. Does 
that mean grasping at the iron ring of 
“he...
Upcoming SlideShare
Loading in …5
×

Howard Davidson Arlington MA - Subway shifts the focus to its veggie selection

391 views

Published on

Subway shifts the focus to its veggie selection
Howard Davidson from Arlington Massachusetts is marketing guy who helps brands connect with target audiences.

www.howardjdavidson.com
Howard Davidson writes about about advertising, social media and marketing with a touch of sarcasm.

Published in: Marketing
  • Be the first to comment

Howard Davidson Arlington MA - Subway shifts the focus to its veggie selection

  1. 1. Subway Shifts the Focus to Its Veggie Selection by Howard Davidson, Arlington, MA Slide By :- Howard Davidson Arlington MA
  2. 2. Subway’s shifting the focus of its ads, trying to play up its veggie selection and push sales of its meatless offerings. Slide By :- Howard Davidson Arlington MA
  3. 3. This comes on top of an ongoing promotion that’s emphasizing the freshness of the company’s bread, which makes sense after the dust-up earlier in the year about the bread containing a chemical that’s also found in yoga mats and shoe rubber. Clearly, Subway’s on a roll (or at least a 12-inch loaf.) Slide By :- Howard Davidson Arlington MA
  4. 4. So what’s up with the shift to bread and veggies instead of the company’s meat offerings? Well, according to Subway CMO Tony Pace, “In a very crowded and competitive marketplace, you need to do everything you can to stand out.” In this case, the company looks like it’s trying to stand out by showing off everything that its competitors aren’t. Slide By :- Howard Davidson Arlington MA
  5. 5. That makes sense, I suppose. When you look at just about any restaurant’s ads, chances are there’s some sort of meat front-and-center. Sub shops tend to focus on meaty offerings like meatball subs, Philly cheesesteaks, and club sandwiches piled high with ham and turkey. Burger joints show off burgers and chicken, sit-down places show you their latest seasonal meaty entrees, and even burrito shops show off their steak and chicken offerings with featured salsas. Meat is king when it comes to the food industry. Slide By :- Howard Davidson Arlington MA
  6. 6. Subway’s not necessarily trying to take that crown away, either. Even though they’re pushing fresh bread and nice fresh veggies, that’s not stopping the company from continuing its summer promotion featuring pulled-pork barbecue and barbecued steak piled high on its sandwiches. In fact, if you take a look at the current featured products on Subway’s website, there are only two items that don’t have meat… and both of those are flatbreads. One of them doesn’t even have any vegetables on it. Slide By :- Howard Davidson Arlington MA
  7. 7. Part of what Subway’s really doing is probably trying to restore its reputation as a healthy dining option after people got all worked up over the conditioners in its bread. One campaign shows that Subway’s using fresh-baked bread, the next shows off how happy families are with the veggies the sub shop offers, and if you look at the website there’s a nice little quote from CNN about how Subway has showed the “most dramatic improvements” in reducing sodium in its offerings. Slide By :- Howard Davidson Arlington MA
  8. 8. Is this a bad thing? Not really, no. Even if the push to focus on veggies and fresh bread seems a little reactionary, it’s still good business. Subway enjoyed years of popularity as the “healthy” choice for food on the run, thanks in large part to the ads that told about Jared Fogel’s weight loss. When the Subway Diet fell out of favor with the pop-culture consciousness, the sub chain started fading into the same “it’s always there” obscurity that a lot of well-established fast-food places share. Slide By :- Howard Davidson Arlington MA
  9. 9. Like Pace said, Subway needs to do everything that it can to stand out. Does that mean grasping at the iron ring of “healthy” eating again? Sure, why not? Other competitors may try it from time to time, but Subway’s better positioned to get people believing it. At least until Subway’s veggies become old hat or someone finds tire rubber in its lettuce. Slide By :- Howard Davidson Arlington MA
  10. 10. Like Pace said, Subway needs to do everything that it can to stand out. Does that mean grasping at the iron ring of “healthy” eating again? Sure, why not? Other competitors may try it from time to time, but Subway’s better positioned to get people believing it. At least until Subway’s veggies become old hat or someone finds tire rubber in its lettuce. Slide By :- Howard Davidson Arlington MA

×