Subway's accidental success?! No way!!
“Subway's $5 foot long, the brainchild of an obscure Miami franchisee, is the fast-food success story of the recession”
Despite difficult market conditions of all of the fast-food franchises, Subway has thrived nationwide, and has plan to open another 50 stores by the end of 2011, with a goal to reach 200 stores by 2015.
Subway’s $5 foot long has brought the sandwich chain considerable success during a recession that has forced many businesses to close their doors. According to BusinessWeek, the fast-food restaurant may have never introduced the hit idea nationwide had it not been for a Miami franchisee seeking to boost his revenue. Stuart Frankel, the owner of Subway, who began offering the $5 deal to customers in his sandwich shops five years ago, is quoted in the report as stating of coming up with the offer that led to an estimated $3.8 billion in sales for Subway nationwide. BusinessWeek says Stuart Frankel is the accidental hero of the fast-food chain.
However, I do not see eye to eye on this issue. I won’t say that the factor of Subway’s success is attributable to an accidental. As I see there’s some other reasons that make it success.
First, Subway is the healthy fast food! Nowadays, more and more people are care about their health than ever. Fast food like McDonald all serve food with fats, salts, and cholesterol, it’s all have bad impact to individual’s health. People tend to prefer health sandwich that Subway sells.
On top of the first reason, Subway has been strategic in planning its locations. With so many convenient locations, people can grab a bite to eat quickly and easily. It’s convenience to have meal in Subway. The other factor is that the location that Subway offer is all smaller, but at a higher volume. It made them unbeatable!
Besides that, it is no doubt that people love good deals! The competitive price is also the other reason which responsible for the Subway’s success. That is to say the competitive pricing is not the only factor that made Subway Success. Subway’s success comes with a lot of unbeatable factors; the $5 foot long campaign has been a huge success reason, but not the only one!
Works Cited :
Matthew Boyle. Nov 5, 2009. The accidental hero(BusinessWeek, Nov 16, 2009)
WiredPRNews.com – Business. Nov 12, 2009. Subway sees accidental success.
http://www.wiredprnews.com/2009/11/12/subway-sees-accidental-success_200911126940.html
Andy Marken, Success Is No Accident. It Has To Be Strategically, Methodically Planned.
http://www.marcommwise.com/article.phtml?id=32
http://www.businessweek.com/magazine/content/09_46/b4155058815908.htm