Subway’s success by localisation: a case study
ABOUT SUBWAY:
Subway was founded in the year 1965 by a Nuclear Physicist, Peter Buck, and a college freshman, Fred DeLuca, in Connecticut. Since then, Subway has grown into one of the world’s largest restaurant chains.
There are near about 21,000 franchisees and over 40,000 operating neighbourhood food stores in 100 countries. The Restaurant has been making its bread since the 1980s, and offer more than 37 million sandwich combinations.
In 2002, Subway became a franchise with the highest number of outlets, surpassing McDonald’s. As of 2013, Subway had a yearly revenue of $9 billion from its franchise outlets in 102 countries. Currently, the Subway brand owns more than 44800 outlets located in more than 112 countries and has been successful ever since.
APPROACH AND GROWTH
It was 1974 when Subway started its business through the franchise model. Around eight years later, the company had enough earnings and experience to grow from 16 stores up to 200 stores which later by 1990 was at 5,144 locations. The Company’s goal was to reach 8,000 stores by 1995. But here came the twist. The growing interest of customers strengthened the company to reach 10,000 stores, not 8,000 by 1995.
The main challenge in today’s world is to get the attention of the consumers, especially with so many choices all around. Therefore, Subway came up with a Fresh-Forward design as its brand’s new strategy aimed at transforming the customer experience. Trevor Haynes, vice-president of Operations with Subway says, the new Fresh-Forward design stands upon every point of the customer experience — from the design and look of the franchise locations to how customers order their meals.
SUBWAY LOCALISATION IN INDIA
Subway is a worldwide brand with a menu and cafe setting generally compatible for all throughout the world, even then it takes great pride in worshipping and esteeming neighbourhood values, customs and top food picks, which gives it the notoriety of providing beneficial alternatives to common low-quality nourishment food items.
While still keeping international top picks like the Turkey and Chicken Teriyaki sandwiches, Subway India likewise introduced sandwiches without meat or pork, settling on neighbourhood veggie choices like the Veggie Patty, Paneer Tikka (a typical South Asian curd cheddar cut in cubes) and Aloo Patty (potato cake) as well.
The food distinction is important due to various religious beliefs and strict convictions (for example Jainism and Hinduism), one of every three Indians is a veggie lover. Considering all this, Subway India continues making nearby increments like the Veggie Shammi (lentil-based patty), Corn and Peas, and the Green Pea Patty.
AMBIANCE ACROSS INDIAN OUTLETS
India is a country filled with long-held cultural traditions, and strong religious viewpoints and most consumers are worried about the ingredients and the food-making process. Subway India’s commercial foodservice is not just based on the menu, price value, or speed of service but also on the physical appearance of the outlet and most importantly, hygiene concerns.
Subway’s concept of preparing food right in front of a customer and as per their own choices has changed this mentality in India since people can see how their food is being prepared and can order to change the ingredients accordingly. Unlike Subway around the world, Subway India daily makes fresh bread from scratch.
CONSIDERING THE RELIGIOUS GROUNDS IN INDIA
Certain religions preach non-violence in India. To emphasize the importance of vegetarian living in India, over 80% of respondents according to surveys, indicated they preferred eating vegetarian whether it is in fast food or family-style restaurant.
Thus, respecting various religious beliefs, Subway India keeps vegetarian and non-vegetarian counters at a distance from each other and has even launched complete vegetarian eateries at certain places. Some other additions made by Subway to fit better in the Indian culture are Mexican Bean Patty (red and black beans with Mexican spices), Green Peas Patty, Hara Bhara Sub (spinach mixed with Indian spices) and the Chatpata Chana Sub (Indian chickpea curry).
ADVERTISING BY KEEPING IN MIND INDIAN SENTIMENTS
Language is an important aspect of advertising when it comes to localization. While relying on local language brings a sense of patriotism, it does spark a sense of universality too. Language is not only a point to be kept in mind but also religious sentiments and the content being used.
The marketing department of Subway tries to create a valuable consumer experience considering all income customer groups. It also points towards the advertisement where the Subway was changed to ‘SubWAAH’, Waah meaning a pleasant surprise, to create a sense of belongingness in Indians as that word carries a lot of sentimental value.
SOCIAL MEDIA USED USING INDIAN TRENDS
Majority of people around the world are huge fans of social media applications especially when they come with a twist. Instagram is very popular among teenagers in India.
Looking at Subway India’s feed on Instagram, there are numerous pictures of “subs” and “combos” with values and messages related to local culture, therefore, finding the right platform to advertise is also very important.
As for value “combos”, one picture advertisement on Subway India’s Instagram presented their Paneer Tikka ‘sub’, a Lipton ice tea, and their version of Lay’s potato chips called India’s Magic Masala.
In contrast to international Subway outlets that typically use green and yellow colouring to promote their product, this advertisement used pink, blue, and green, which are colours associated with calmness and friendship in Hinduism.
SUBWAY MARKETING AND CAMPAIGNS
In Chicago, giant images of footlong subs were projected on the walls of the buildings, while 3D chalk art in a parking lot displayed an enormous meatball sub that had seemingly crashed through the cement. In Chicago, a sand artist was asked to carve a footlong sub loaded with sliced meat, cheese, tomatoes, pickles, and lettuce that was easily 12 feet and not 12 inches- when this enthusiasm was exposed to Indian customers through social media accounts, the sense of inclusivity was promoted and a global appreciation was noticed on social media.
On Indian TVs, Subway ran advertisements that were 6 seconds or less — sufficiently long for the unmistakable subs to pop onscreen.
In one, a UFO kidnapped a footlong from a crowd of sandwiches. In another, animated characters are assembled to shape as a sub.
Tram additionally hit social channels during its three-day secret spell. Instagram stories demonstrated a footlong glitching all through spotlight while SnapChat benefited from the UFO promotion with a going with the channel.
On Twitter, the brand released a set-up of GIFs including footlong-adoring dinosaurs (not fortuitously given that Subway additionally ran the TV spots as in-theatre advertisements during the initial end of the week for Jurassic World).
Regardless of whether its subs made speedy appearances on social media, TV, or in city stops, the marking was unpretentious with the main verbiage being a brisk blaze of the refreshed logo or the hazy question: “Seeing Subs?”
After the 72 hours of short pieces, Subway uncovered its hand with various broadened (15-second) promotions and cross-stage materials guaranteeing fans, “You’re not insane; you’re simply ravenous. Feed your SUBconscious here.”
THE FAVOURITE ‘BOGO’
Initiating the celebration of World Sandwich Day 2019, Subway India invited its guests to be a part of their global campaign #GoodComesBack by availing ‘Buy one get one free’ (BOGO) offer on all menu items on November 01, 2019 (Friday).
MAKE IT WHAT YOU WANT
Last year (2019) Subway launched a three-day teaser campaign across various channels in which it used “SUBliminal messaging”. It then launched the “make it what you want” multichannel campaign around the Olympics last February.
It utilized fan-generated content — many of which featured fans doing daring stunts like snowboarding and flame-throwing and promoting a ‘do what you want’ notion in the public.
With all the struggles, it now owns more than 44,608 stores all over the world. Subway has been a success ever since and one of the most beloved brands. Subway’s localisation strategies aided it is thriving and coming up against a lot of competition. Thus, Subway achieved a position amongst the top global food chains in the world.
BY TRISHA SIDHWAN
TEAM LOC-N-APPS
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