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Strategy, Subway - Coggle Diagram
Strategy
Story
Identity
Logo
Collateral
Subway have established things such as flyers, menus, uniforms and sandwich packaging as major parts of the customer experience in each restaurant. This helps them maintain a professional image and be on top of the sandwich game.
The simplistic style of the logo helps maintain the image of the food chain as a business that provides deliciously simple and easily available meals to the everyday individual. While the arrows symbolize the entrance and exit of a restaurant, saying it's easy to come in, order and take out.
The name Subway comes from the former name of the food chain - "Pete's Submarine", as the sandwiches had the characteristic shape of a submarine. The yellow and green that the chain is famous for come from the ideals of movement and healthy eating that they actively promote
Mission
Marketing
Social Media
Content
They maintain social media profiles, in which they post memes, other jokes and information regarding the business itself (like new offers). Additionally they are active on a TikTok account on which they take advantage of trends and promote the brand the the younger generations.
Subway like most other brands have developed and verified social media profiles that upload content and information regarding the food chain regularly.
Advertising
Online
Subway constantly advertises their food business on different platforms. This includes Instagram, Facebook, YouTube and other random websites through Google ads. Their YouTube ads are surprisingly interesting, as they have invested into sophisticated animations and well-acted scenes.
Offline
Subway gives out flyers with discount coupons at malls and other locations near their restaurants. They also do big public stunts by placing giant billboards with catchy slogans and sponsoring different sports teams, organisations and competitions.
Subway advertisements are relatively well-known in the west, as they focus on funny slogans, entertaining animations and taking advantage of the established influence of the brand. While in the rest of the world advertisements mainly come in the form of flyers around subway locations.
Subway's mission statement "Being the world's preferred spot for discovering the excellent value and unusual choices" is a perfect description of what they are trying to achieve worldwide (except making a profit). Their main goals are enhancing health, providing food at reasonable prices and offering a distinct selection to customers.
Subway was founded by a 17-year old high school graduate and a family friend nuclear physicist. Over the years their business enjoyed prosperity, as they remained on good terms throughout the period, which brought them to an impressive number of more than 37,000 restaurants in over a 100 countries.
Subway's main strategy is opening new locations (especially in North America) and protecting the brand's position in the market. This is an impressive move, as in Eastern Europe and other parts of the world more and more food chains end up leaving the region or gradually stagnating, and try to maintain their current number of stores instead of opening new ones.
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