This document presents a case study for a Subway franchise in India to launch a new Sunday morning breakfast delivery service. A survey was conducted that found most people wake up after 9am on Sundays and prefer healthy breakfast options like sandwiches. The results suggest Subway can target this market with a campaign promoting their Sunday morning delivery service between 9am-12pm using social media. This has the potential to be successful since many respondents said they would order a Subway sandwich for breakfast. In conclusion, the case study supports the idea that Subway can capitalize on people's Sunday morning breakfast needs and preferences.

1. Retail Marketing : Case Fast food chain
Subway
Case Study; Consumer
preferences
Summary of business
Snapshot Founded 1965 there is nothing proprietary in the business model of a
sandwich shop. But Subway has so many franchisees
 Summary of Business. 37,199 restaurants in 100 countries
around the world contributing to a pooled marketing and
First restaurant in India: December 2001— Saket, New advertising fund, that it would be difficult for a smaller
 Our Case
Delhi chain, much less a mom-and-pop operation, to compete
 Idea—Assumptions— with the brand equity of Subway.
Solutions—Results
 Target population Marketing is paramount at subway. Promotions can
change weekly, even daily-that might replace part of the
 Enclosures
traditional menu boards. Indeed, one of Subway's
 Conclusion strengths is its upward flow of ideas.
January 2012: Subway has 250 restaurants in India.
Subway have influenced the way people eat. The cus-
.
tomer has a lot of choice and control. If someone wants
The Subway business model is attractive because of the to eat healthy, they can do that and get the sandwich
streamlined operations. Almost all of the ingredients exactly right.
used are fresh and require no cooking in the store, aside
from the baking of the bread and cookies. Of course,
Case Snapshot
Idea: Solution:
To launch a new service of Sunday morning breakfast Understand customer’s behavior on Sunday.
delivery in Indian franchises. (Greater Noida Case to be
Learn their Choice of breakfast.
precise)
What and whether they would like to order on Sunday
Assumptions:
morning
People getup late on Sunday.
People are lazy on Sunday.
Results:
People prefer healthy breakfast
Summary and detailed results are discussed on next
page.

2. Retail Marketing : Case Fast food chain Page 2
Results
Quest. 1) Quest. 2)
When Do you Get up on Sunday? What and whether they would like to order on Sunday
morning.
19 9 Before 7:00 3
7 Subway
7:00-9:00 13 Sandwitch
"Subway is a real point of 44
2 50 Idli Sambar
pride. We have influenced 9:00-11:00
Pizza
the way people eat. The 62
after 11:00 None
28
customer has a lot of Others
choice and control. If
someone wants to eat
healthy, they can do that
and get the sandwich
exactly right. I'm so
pleased we're able to
Target Population
influence so many people
and their eating habits."
Our Target Population for survey included:
- DeLuca  People who live in Greater Noida.
 Between the ages of 18 and 35 inclusive
The Idea behind this is to target young population of colleges and young parents with kids of age up to
10 years.
Nos. 130
Conclusion
 Subway can launch a campaign focusing on Sunday morning breakfast, as data supports the assumption and
business Idea.
 Further, people liking sandwich are likely to go for Subway too.
 So, the survey suggests campaign:
- Sunday Morning service (9:00am—12 noon) Focus on delivery
- Local campaign to check success rate and advertisement using social media.
Reference
Team:
 Partha Sinha M2011086
Subway . [ONLINE] Available at: http://www.subway.com/OnlineOrdering/default.aspx. [Last
 Neha Singh M2011075 Accessed August 4, 2012].
 Prashant Gemini M2011091 Entreprenuer (January 2009). Subway Hits the Spot.. [ONLINE] Available at: http://
PGDM (2011-13), Section B; AIT-SM, www.entrepreneur.com/article/199092. [Last Accessed August 4, 2012].
Greater Noida
Subway . [ONLINE] Available at: https://www.facebook.com/SubwayIndia. [Last Accessed August