Archive for the 'Subway Franchise' Category

Buy A Franchise – Subway expansion in Saudia Arabia, Kuwait

October 18th, 2010




Three More Outlets Slated for Opening in Kuwait and Two in Saudi Arabia by End-2010Dubai-UAE: 17 October, 2010 – SUBWAY restaurant chain, the world’s largest submarine sandwich Franchise, today announced the opening of its landmark 100th store in the UAE, 44th in Kuwait and 41st in the Kingdom of Saudi Arabia (KSA). SUBWAY has also unveiled plans to add three new Franchises in Kuwait and two in Saudi Arabia by the end of 2010. The new milestone will further complement SUBWAY’s diverse regional network, which makes a total of 230 outlets in the region including the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, Oman, Jordan, Lebanon, and Egypt. Kuwait and Saudi Arabia are the second and third largest markets for SUBWAY in the MENA region after the UAE.

Hisham Ghazal, Brand Manager, SUBWAY® Middle East and Africa, said: “We are proud to announce our network is further expanding, and will continue to grow to reach our customers. I would like to congratulate SUBWAY® UAE, Saudi Arabia and Kuwait for the remarkable efforts as we gear up to opening additional outlets in most of the Arab countries in the near future.

“Our continuous expansion comes as a key step to meet the increasing demand for the healthier options that we offer with optimum value.”

Christopher Reyes, Operational Director, SUBWAY® – Saudi Arabia, said: “The year 2010 is special for us by all measures. With the opening of nine new Franchises, the year has witnessed the biggest expansion of SUBWAY® in Saudi Arabia, followed by six new Franchises in 2005 and five in 2009.”

The company has also rolled out a two-month long campaign titled ‘Make it Your Way’ across television, radio, print and digital, as well as online and outdoor platforms.

Taking forward the SUBWAY principle that customers have the liberty to build their own subs the way they like, the region-wide campaign spans the UAE, Saudi Arabia, Kuwait, Oman, Qatar, Bahrain, Jordan, Egypt, and Lebanon. Each market is mandated to communicate the message at a local market level, utilising all possible advertising resources.

Marwan Al Hamar, Development Agent, SUBWAY® – UAE, said: “The expansion of our network aims to ensure we reach our customers across the UAE, in addition to our home delivery service that offers utmost convenience. We will continue to serve our customers healthier top quality options that come with fresh ingredients and customised to suit individual tastes.”

Abdulrahman Al Mutairi, Chairman and Development Agent, SUBWAY-Kuwait, said: “Our future expansion plans include the opening of three new SUBWAY Franchises by the end of the year and extending to an additional 40 Franchise locations within the next five years.”

Subway® recently became the largest submarine Franchise in the Arab world with about 230 Franchise outlets at convenient venues. In addition to the UAE, Kuwait, and Saudi Arabia, the brand has 15 outlets in Qatar, 10 each in Jordan and Bahrain, seven in Oman, four in Egypt and three in Lebanon.

With more than 33,500 locations in 92 countries including the Middle East, the SUBWAY restaurant chain is the world’s largest submarine sandwich Franchise. Headquartered in Milford, Connecticut, the SUBWAY chain was co-founded by Fred DeLuca and Dr. Peter Buck in 1965. The partnership, which continues today, marked the beginning of a remarkable journey — one that made it possible for thousands of individuals to build and succeed in their own business.

The SUBWAY brand has been honoured as the number one Franchise Opportunity in the Entrepreneur magazine’s ‘Annual Franchise 500′ listing for 17 of the past 23 years.


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Buy A Franchise – How Subway Built a $4B Brand- 5 Bucks at a Time

September 29th, 2010

(Buy A Franchise, Seattle Franchise. Bellevue Franchise)

Since joining Subway as CMO of its Franchisee Advertising Fund Trust in 2006, Tony Pace has been quick to make change, boosting advertising from 52 weeks a year from 33 weeks at the chain that is now America’s second largest, after McDonald’s. He’s created a new digital marketing team and developed branded entertainment opportunities on shows like The Biggest Loser and Chuck. It’s Pace’s first job as a marketer, but the agency veteran is no novice to the QSR business, with experience at McCann on accounts like Burger King, Outback Steakhouse and regional Popeye’s business, and at Young & Rubicam, KFC. Next week (Oct. 4), Subway kicks off a new promotion featuring front man Jared’s training for the ING New York City Marathon. Pace recently talked with Brandweek about Jared, other Subway “famous fans” and the phenomenal success of the chain’s $5 Footlong. Below are some excerpts.

Brandweek: Tell us about the success of $5 Footlong subs.
Tony Pace:
On an annualized sales basis, the $5 Footlong is over a $4 billion brand for us. It was started by a franchisee at a Florida restaurant, and as it got broader appeal, we tested it. We thought it was powerful, but with marketing behind it, it was unbelievable. It has had more than 90 percent awareness with people aged 12 to 64 since about three months into the program. It emphasizes great value on our menu, and that’s something we always needed to address. Right now we’re 130 weeks into the $5 Footlong, which was originally planned as a four-week promotion. We’ve had a lot of scattered pricing, and the $5 Footlong helped us go to tiered menu pricing.

BW: Subway has continued to grow through these tough times. As a private company, Subway doesn’t publicly share numbers, but can you give us an indication?
As recently as 2007, we were the fifth largest QSR [quick-service restaurant]. Now we’re the second largest. [Food service market researcher]  NPD Crest said QSR traffic has been flat for nearly the entire year. We’ve averaged 8 percent growth since March, and in the last three months, we’ve seen double-digit traffic growth. We have 23,000 restaurants in the U.S., and while that number has grown a little bit by adding 855 stores this year, most of our growth is on a same-store basis.

BW: What is your marketing emphasis at this time?
We look at it differently than our competitors. Given the size of our business, we need about 30 million customers a week. Using one message during one particular point of time is not the way we work. We’re selling breakfast, healthy sandwiches, indulgent sandwiches, $5 Footlong sandwiches. We use Jared in advertising, PR and social media, but he isn’t necessarily the focal point in every promotion. Some would say we run the risk of being too diffused in messaging. We look at marketing in layers that run in concert with one another. They obviously have different emphasis but build off the essence of Subway which is fresh and made to order right in front of you.
BW: How is your new breakfast menu going?
Very well. It’s a legend in our category that it took McDonald’s three years to make any money in breakfast. Fortunately we’re getting there a lot faster than they did.

BW: You’ve recently upgraded your coffee to Seattle Best. Do you have any plans at the moment for espresso-based drinks?
Seattle Best is a good brand, and we needed a good coffee to launch breakfast. But I wouldn’t say espresso-based drinks are a near-term proposition for us although we’re always open to what makes long-term sense.

BW: Do you have any menu expansion details that can you share?
We have such a breadth of ingredients that we can expand the menu just by focusing on ingredients we already have. Right now we’re promoting Firey Footlongs. One of them is a turkey sub with melted cheese and jalapeno; that’s a variation on a theme, but it has a different flavor and taste profile than a standard turkey sub. There are more than 2 million combinations you can make, given the ingredients we have in the restaurant.

BW: Can you tell us a bit about Subway’s use of sports celebrities and its use of  branded entertainment?
We don’t use celebrities; we use people who are already fans of Subway who happen to be famous. Michael Phelps, when he’s not training, likes to order a meatball and jalapeno sub. Projects like (one-hour August special and Web series) Golf Therapy is terrific because NBC was part of that, and we were able to put a lot of our famous fans into the show. The integration of marketing into content is hard to do unless you have the assets to do it. We have both with media outlets and individual personalities. A big advantage with our famous fans is they’re always sending out messaging on our behalf to their fan base whether it’s about a new commercial, event marketing or other PR activities.

(Buy A Franchise, Seattle Franchise. Bellevue Franchise)

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