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RIP: Subway’s $5 foot-long sandwich deal is no more | The Washington Post

Fast-forward to today: The $5 foot-long as the world knows it is no more.

In an interview with USA Today, Subway CEO Trevor Haynes revealed that the company will no longer require franchisees to run the special. In recent years, the promotion had become a contentious point among store owners, some of whom felt the deal did not help their profitability. Moving ahead, owners will be able to decide on their own whether they want to use the offer, according to the paper.

“How do we help our franchises with more of a regional value message, so they’re able to (have) a value proposition that fits with their economic model,” Haynes told USA Today. “If you look at California, there’s a very different cost of business than in Arkansas.”

The chain started in 1965, the brainchild of a 17-year-old named Fred DeLuca who hoped the business would put him through medical school. The origins of the $5 deal reach back to 2004, when a Miami franchise owner named Stuart Frankel noticed that his two Subway restaurants at a local hospital were dead on the weekends. His solution was to knock a buck off the usual price for a 12-inch sandwich — hence $5.

“I like round numbers,” Frankel told Businessweek. Soon, his hospital restaurants were swamped on the weekends. The promotion caught on with store owners until the corporate office took notice and brought the special to all the company’s locations.

The food scene today is much different from the market Subway dominated during the lean recession years with a quirky jingle and unbeatable price. The brand currently has more than 44,000 franchises across 110 countries. But as The Washington Post reported in 2015, Subway has suffered from competitors such as Chipotle and Firehouse Subs, which apparently offer better-quality food and more options for consumers.

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RIP: Subway’s $5 foot-long sandwich deal is no more – The Washington Post.

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