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Study on subway_fast_food_chain
1. STUDY ON SUBWAY FAST FOOD CHAIN
SUBMITTED BY:
VIVEK MP
VISHNU K
VISHNU ARAVIND
2.
3. INTRODUCTION
Subway is an American fast food restaurant franchise that primarily
sells submarine sandwiches. It is owned and operated by Doctor's
AssociatesInc. Subway is one of the fastest growing franchises in the
world, with 44,280 restaurants in 110 countries and territories as of
September18, 2015. It is the largest single-brand restaurant chain and the
largest restaurant operatorin the world. Subway is the second-biggestfast
food advertiser in the United States, behind only McDonald’s .It spent
US$516,000,000on measurable advertising in 2012.
Subway uses the advertising slogan "Eat Fresh", and focuses onhow their
sandwiches are made from freshly baked bread and fresh ingredients,in
front of customers to their exact specifications,by employees whom
Subway calls "Subway Sandwich Artists".
The first subway restaurant was opened in 1965 in Bridgeport USA. A
Business relationship was forged between17 year old Fred Deluca and
Peter Buck that foreverchanged the landscape of the fast food industry
4.
5. About thetopic
Subway has expanded with numerous stores, healthier diet options in the
menu, partnership with several association and organizations promoting
health consciousness, customizing the menu options and offering low
franchising cost. One of the unique propositions of subway is to use only
fresh ingredients in the food it prepares in front of the customers and
offering customized food rather than prepared food based on fixed menu.
Subway has used nontraditional channels to expand and develop
awareness about its brand equity among the customers.
6. Conclusion
The low franchising cost comparing to the competitors is one of the major
factors behind the successof the subway fast food chain. However the cost
of ingredients and supplies used in the preparation of food is higher than
that of competitiondue to the need for freshingredients. Customers have a
perceived value which is higher than that of the productofferings of
alternate fast food chains
