Subway

Genral oriantation :

1. Introduction to Subway's Values and Culture

 History: A brief overview of the history of Subway, from its founding in 1965 by Fred
DeLuca and Peter Buck, to its growth into one of the largest fast-food chains in the
world.
 Mission Statement: Subway's goal is to offer fresh, customizable, and healthier fast-food
options.
 Customer Service: Emphasis on friendly, efficient, and curtious service


2. Overview of Policies

 Workplace Conduct: Guidelines on professionalism, appearance, and behavior.

 Health and Safety: Training on food safety standards, sanitation procedures, and
workplace safety.
 Timekeeping: Using company systems for clocking in and out, scheduling, and
attendance.
 Dress Code: Specific attire, such as uniforms or other required clothing, including hats,
aprons, and gloves.

3. Roles and Responsibilities

 Customer Interaction: How to take orders, make sandwiches, and serve customers.
 Food Prep: Preparing ingredients, maintaining freshness, and keeping the prep area
organized.
 Cash Handling: Operating the register, making change, and processing payments.
 Cleaning: Regular cleaning and maintenance of the work area, dining area, and
equipment.

4. Subway’s Menu

 Ingredients: Learning about the different bread options, toppings, proteins, and sauces.
 Customization: Understanding how customers can customize their orders, and how to
assemble orders quickly and accurately.
 Special Promotions: Any current promotions, seasonal items, or limited-time offers.

5. Technology and Equipment

 Register System: How to use Subway’s point-of-sale (POS) system for processing
orders.
  Ovens and Grills: Proper operation of cooking equipment, especially for hot
sandwiches.
 Food Storage: Best practices for storing ingredients and products.

6. Teamwork and Communication

 Shift Expectations: Working as part of a team to ensure the restaurant runs smoothly
during peak hours.
 Communication Skills: Keeping open lines of communication with coworkers and
managers.

7. Training Duration

 Subway orientation usually lasts a few hours to a full day, with on-the-job training
alongside experienced staff, depending on the location.

8. Employee Benefits (if applicable)

 Information about any employee discounts, paid time off, and potential career
advancement within the company.

If you're looking for orientation information as a customer or for another specific context (e.g.,
franchising), feel free to clarify, and I can adjust the information!

Basic of marketing :

1. Marketing for a Subway Restaurant Chain (like Subway Sandwiches)

a. Target Audience:

 Demographics: People of all ages, but especially those who are health-conscious, busy, and
looking for affordable, quick meal options.
 Psychographics: People who prioritize convenience, fresh ingredients, and customizable meal
options. This includes commuters, students, and families.

b. Product Offering:

 Customization: Subway is known for allowing customers to create their own sandwiches, which
should be highlighted in marketing materials.
 Health and Freshness: Promoting the quality of ingredients (e.g., fresh vegetables, lean meats,
and whole grain bread) is key.
 Promotions: Offering limited-time deals, combo offers, loyalty programs, and seasonal specials.

c. Marketing Strategies:

1. Branding and Messaging:

 o Focus on the freshness of the ingredients, the customization options, and the health-
conscious choices available (e.g., low-calorie, high-protein, vegetarian, vegan).
o Use taglines and campaigns like "Eat Fresh" or "Fresh for You."
2. Digital Marketing:
o Social Media: Regular posts on platforms like Instagram, Facebook, and TikTok
showcasing mouth-watering images of sandwiches, promotions, and customer stories.
o Influencer Partnerships: Collaborating with influencers to promote new sandwiches or
limited-time offers can bring more visibility.
o App and Online Ordering: Encourage customers to use the Subway app for delivery or
in-store pickup. Offer special discounts for app users.
3. Local Advertising and Community Engagement:
o Local events, partnerships, or sponsorships with schools, gyms, or sports teams can
increase awareness and build community loyalty.
o Email Marketing: Send targeted offers, loyalty rewards, and newsletters to encourage
repeat visits.
4. Promotions and Discounts:
o Bundle Deals: Offer meal combos with a sandwich, drink, and chips at a discounted
price.
o Loyalty Program: Use a rewards system where customers earn points for each purchase
that can be redeemed for free items.
5. Cross-Promotions:
o Partner with complementary businesses (e.g., beverage brands or delivery platforms) to
create joint promotions.
o Host events like "Subway Day" with special pricing or new sandwich flavors.

d. Customer Experience:

 Ensure a positive, fast, and friendly customer service experience, both in-store and via delivery.
 Personalize communication (e.g., addressing customers by name, offering a birthday coupon,
etc.)

2. Marketing for a Public Transportation Subway System

a. Target Audience:

 Commuters: People who rely on the subway for daily transportation to work or school.
 Tourists: Visitors who use the subway for sightseeing.
 Environmentally Conscious Individuals: People looking for eco-friendly, sustainable transport
options.
 Low-Income Individuals: People who may rely on affordable public transport.

b. Product Offering:

 Convenience and Accessibility: The subway should be advertised as a fast, reliable, and
affordable way to travel across the city.
  Sustainability: Emphasize the environmental benefits of taking public transport over driving a
car.
 Safety and Comfort: Highlight how the subway offers a safe, clean, and comfortable
transportation option.

c. Marketing Strategies:

1. Public Awareness Campaigns:

o Branding: Create a clear and easily recognizable brand for the subway system. Use
slogans like "Your City, Your Subway."
o Consistency in Messaging: Highlight the benefits of using public transport, including
convenience, time-saving, and affordability.
2. Digital and Social Media Marketing:
o Use social media channels to share updates on service changes, promotions, or special
events.
o Engage with commuters through real-time alerts, fun trivia about the subway system,
and tips for using it.
3. Partnerships and Sponsorships:
o Collaborate with local businesses or events to offer discounts or promotions for subway
riders (e.g., discounts at nearby cafes or stores for subway passengers).
o Sponsor community events to reinforce the subway’s role as a key part of the local
community.
4. Incentives and Offers:
o Discount Cards/Season Passes: Offer discounted or monthly passes for regular
commuters.
o Group Discounts: Offer family or group discounts to attract more passengers.
5. Advertising and Outreach:
o Use outdoor advertising (e.g., billboards, transit posters) to promote new routes or
services.
o Distribute flyers or ads in local publications, and work with tourism boards to promote
the subway to visitors.
6. Customer Education:
o Create easy-to-understand guides or apps that provide maps, schedules, and real-time
updates on subway operations.
o Provide information about safety features, cleanliness, and any ongoing upgrades to the
subway system.
7. Community Engagement:
o Engage with commuters through surveys or feedback initiatives to continuously improve
the experience.
o Hold town halls or virtual forums where commuters can express concerns or suggest
improvements.

d. Customer Experience:

 Ensure that the subway system is clean, punctual, and safe.

 Use digital signage and real-time apps to improve the user experience.
 Offer incentives for sustainable behavior, such as rewards for using the subway regularly.
Key Takeaways

For Subway restaurant chains, the focus is on promoting the brand's health-conscious,
customizable food offerings, building community engagement, and leveraging digital marketing
to drive traffic and sales.

For public subway systems, the emphasis is on promoting convenience, affordability, and
sustainability, while engaging with local communities and providing reliable and clear
communication to users.

In both cases, understanding customer needs and delivering a consistent, high-quality experience
is central to a successful marketing strategy.

 Brand management :

1. Understanding Subway's Core Brand Identity

Subway's brand has always been built around providing healthier, customizable fast food options
with a focus on fresh ingredients. However, this identity needs to evolve in response to new
trends and consumer demands.

Core brand values:

 Customization: The ability to build a personalized sandwich or salad is central to Subway's value
proposition.
 Freshness: Subway is known for its fresh ingredients and made-to-order sandwiches.
 Health-conscious options: Subway has long promoted itself as a healthier alternative to
traditional fast food.

2. Brand Positioning

Subway must continually refine its positioning to ensure it stands out in a crowded fast-casual
and QSR (Quick Service Restaurant) market. It should focus on:

 Value for money: Subway needs to position itself as a cost-effective option for customers who
want fresh, customizable meals.
 Health and wellness: Emphasizing healthy ingredients, low-calorie options, and diet-specific
choices (like gluten-free, vegetarian, and vegan options).
 Sustainability: With growing consumer interest in sustainability, Subway should communicate
its efforts to reduce waste, use eco-friendly packaging, and source ingredients responsibly.

3. Target Audience Segmentation

Subway needs to effectively target different customer segments. Key segments could include:
  Health-conscious consumers: Customers looking for healthier, low-calorie, or nutritious meal
options.
 Busy professionals and millennials: People who prioritize convenience but still want
customizable, fresh food.
 Families: Offering a variety of kid-friendly options, family deals, and meal customization to meet
the preferences of all members.
 Health and wellness advocates: Those who prefer specific dietary needs, such as keto, gluten-
free, vegetarian, or vegan options.

4. Rebranding and Modernization

Over the years, Subway has gone through several changes to refresh its brand image. A
successful brand management strategy for Subway should include:

 Revisiting store design and ambiance: Creating a more modern, engaging environment that
reflects the brand’s evolution, offering an updated design and improved in-store experience.
 Updated logo and packaging: Ensuring the logo and packaging reflect freshness, health, and
customization, while remaining familiar enough to appeal to existing customers.
 Digital transformation: A mobile-first strategy that includes an easy-to-navigate app for online
ordering, loyalty programs, and curbside pickup.

5. Marketing Strategy

Subway needs to invest in a comprehensive and multi-channel marketing strategy that resonates
with its diverse target audiences:

 Advertising: Consistent, targeted campaigns across TV, social media, digital platforms, and even
local marketing. Leveraging influencers, partnerships, or sponsorships with fitness or health-
focused brands can boost Subway’s image as a healthier choice.
 Social media engagement: Platforms like Instagram, TikTok, and Twitter offer opportunities to
engage with younger audiences. Subway could increase focus on food-related content, behind-
the-scenes looks at ingredient sourcing, and fun interactions (such as customization challenges
or creative sandwich creations).
 User-generated content: Encouraging customers to share their Subway meal creations online
can drive engagement and amplify brand loyalty.
 Loyalty programs and promotions: An effective digital rewards program can encourage repeat
business, while special promotions, such as limited-time flavors or seasonal options, can create
buzz and urgency.

6. Innovative Menu Development

Innovation plays a key role in brand management, and Subway should stay ahead of trends while
keeping its menu diverse. This could include:

 New and seasonal menu items: Introducing fresh flavors or limited-time offerings to keep the
menu exciting and relevant.
  Collaborations with chefs or food influencers: Partnering with well-known personalities to
introduce special menu items that generate media buzz.
 Healthy meal options: Offering more plant-based, organic, and low-calorie options, including
superfood ingredients like quinoa, kale, and avocado, can help appeal to the growing demand
for plant-based diets.
 Sustainability-focused menu: Featuring locally sourced and ethically produced ingredients, or
having a special “eco-friendly” menu could resonate with environmentally-conscious consumers.

7. Customer Experience and Convenience

In today’s competitive market, customer experience is crucial. Subway should focus on:

 Speed of service: Improving in-store and delivery service to meet the demands of fast-paced
customers.
 Order accuracy and satisfaction: Maintaining high standards of consistency, cleanliness, and
order fulfillment, especially for delivery and mobile orders.
 Tech integration: Ensuring seamless online ordering, payment options, and delivery services via
third-party apps like DoorDash, UberEats, and GrubHub.

8. Sustainability and Corporate Social Responsibility (CSR)

Given the growing importance of sustainability and ethical consumption, Subway should:

 Transparency in sourcing: Offering greater visibility into how and where ingredients are
sourced. Partnering with local suppliers and focusing on organic, non-GMO, or responsibly
farmed ingredients can help build trust with consumers.
 Reducing waste: Introducing initiatives like waste reduction in packaging or in-store waste
management practices. Subway could lead the charge in the QSR sector by offering more eco-
friendly packaging solutions.
 Charitable efforts: Subway can highlight community involvement, like partnerships with food
banks or support for youth wellness initiatives, which can bolster its brand reputation.

9. Crisis Management and Brand Reputation

Effective crisis management is essential for maintaining the brand’s reputation. In cases of
negative publicity (e.g., issues with food safety, supply chain disruptions, or controversies
surrounding celebrity endorsements), Subway should:

 Act swiftly and transparently: Address issues head-on with clear, direct communication,
apologize if necessary, and take concrete steps to resolve the issue.
 Maintain positive brand sentiment: Ensure the brand’s voice remains consistent, positive, and
genuine, especially during times of crisis. Engaging in social causes or aligning with brand values
can help repair any damage done to its reputation.

10. Global Expansion and Localization

While Subway is a global brand, it must also remain localized to meet the unique tastes,
preferences, and cultural needs of different markets. This involves:

 Menu localization: Adapting the menu to local preferences or dietary restrictions (for example,
offering more vegetarian options in India or more halal options in Middle Eastern markets).
 Cultural relevance: Ensuring that marketing and advertising campaigns resonate with local
cultures and values.

By implementing a cohesive and adaptable brand management strategy, Subway can continue to
grow, evolve, and maintain a competitive edge in the fast-casual dining industry. The key is
staying true to its roots while embracing change and innovation to meet the needs of modern
consumers.

 Consumer behaviour :

1. Health-Consciousness

 Demand for Healthier Options: Subway has positioned itself as a healthier fast-food alternative
with its "Eat Fresh" slogan. Many consumers are attracted to Subway because of its ability to
customize sandwiches with fresh vegetables, lean meats, and healthier bread options (e.g.,
whole grain or low-carb). This appeals to health-conscious customers who want more control
over their meal choices.
 Nutritional Transparency: Subway's clear nutritional information and calorie counts on its menu
and website have built trust with health-conscious consumers who value transparency.

2. Customization and Personalization

 Build-Your-Own Model: One of Subway’s key selling points is the ability for customers to fully
customize their sandwiches with a wide variety of breads, meats, toppings, cheeses, and sauces.
This appeals to consumers who want personalized meals and those with dietary restrictions
(e.g., gluten-free bread or vegetarian options).
 Variety: Consumers are attracted to the idea of creating a sandwich tailored exactly to their
tastes, which enhances the perception of value and satisfaction.

3. Convenience and Speed

 Fast Casual Appeal: Subway offers quick service in a fast-casual setting, making it attractive to
consumers who are on the go. Its format is ideal for lunch breaks, quick dinners, or as a snack.
The ability to order ahead online or through the app also appeals to time-conscious customers.
 Drive-Thru and Delivery: As consumers increasingly demand more convenience, Subway has
adapted by offering delivery through third-party services like Uber Eats, Grubhub, and
DoorDash, making it even more accessible.

4. Price Sensitivity
  Value Proposition: Subway offers an affordable meal, especially with promotions like the $5
footlong or daily deals. The brand’s positioning as a "value" choice is key for attracting price-
sensitive customers. These deals make it competitive with other fast-food chains like
McDonald's or Taco Bell, particularly for families or students.
 Budget-Friendly Customization: The ability to create a meal based on individual preferences
allows customers to control how much they spend. A customer can create a simple veggie
sandwich or opt for more premium ingredients, which can influence the total cost.

5. Brand Loyalty and Habitual Consumption

 Loyalty Programs: Subway has its "Subway MyWay Rewards" program, where customers earn
points for each purchase, which can be redeemed for free items. This encourages repeat visits
and builds customer loyalty.
 Frequency of Visits: Many customers develop the habit of visiting Subway regularly, especially if
they are looking for a quick, healthy option during lunch hours. The brand's affordability and
customizable menu make it easy to incorporate into regular eating routines.

6. Taste and Sensory Appeal

 Fresh Ingredients: The freshness of Subway’s ingredients—especially the bread and

vegetables—appeals to many consumers who prioritize quality in their fast-food options.
Subway’s focus on fresh, flavorful toppings and the ability to customize them is a strong
motivator.
 Texture and Flavor Combinations: The wide variety of ingredients also means that consumers
can create a sandwich that matches their flavor profile, from spicy to savory, depending on their
mood or preferences.

7. Cultural and Social Influences

 Health and Wellness Trends: As societal trends shift toward healthier eating, Subway has been
able to capitalize on these movements by focusing on low-calorie, low-fat options. Consumers
interested in eating healthy often turn to Subway as a go-to option for a balanced, customizable
meal.
 Sustainability: Environmental concerns have grown in importance for many consumers, and
Subway has begun to incorporate more sustainable practices, such as sourcing ingredients more
responsibly and working on packaging reductions.

8. Digital Integration

 App and Online Ordering: The Subway app and online ordering platform cater to the growing
demand for digital convenience. Customers can customize their orders on their phones, choose
their preferred pickup or delivery method, and earn rewards points. The app provides a more
seamless experience for tech-savvy consumers who value convenience.
 Targeted Promotions: Subway uses digital marketing to send personalized promotions and
discounts, targeting specific consumer segments with tailored offers, which increases the
likelihood of repeat purchases.
9. Competitive Factors

 Competition with Other Fast-Casual Brands: Subway faces competition from other fast-casual
brands like Chipotle, Jimmy John’s, and even newer health-focused chains. However, Subway’s
long-established brand recognition, large menu variety, and more affordable prices give it a
competitive edge.
 Perceived Value vs. Premium Chains: While Subway is often seen as a more affordable option,
some consumers may opt for more premium experiences offered by other brands (e.g., artisanal
bread or higher-quality ingredients). Subway competes in this space by promoting its fresh,
customizable meals at lower prices.

10. Consumer Demographics

 Target Audience: Subway attracts a wide demographic, including busy professionals, families,
students, and health-conscious individuals. Its menu variety ensures that it appeals to people
with different tastes and dietary needs.
 Millennial and Gen Z Consumers: Younger generations tend to appreciate Subway's quick
service and healthier menu options. They also engage with the brand via social media, where
promotions, limited-time offers, and influencers can play a key role in driving traffic.

11. Innovation and New Product Launches

 Seasonal and Limited-Time Offerings: Introducing limited-time offers (LTOs) or seasonal

products (like pumpkin spice-flavored bread) helps attract customers who want novelty in their
dining experience.
 Menu Adaptations: Responding to changing consumer tastes (e.g., adding plant-based protein
options) helps Subway stay relevant. The introduction of options like the "Beyond Meatball
Marinara" sandwich taps into the growing demand for plant-based food.

Conclusion:

Consumer behavior toward Subway is shaped by factors such as the desire for healthy,
customizable meals, affordability, convenience, and brand loyalty. Subway's ability to adapt to
changing trends—whether that’s offering healthier options, embracing technology for easier
ordering, or catering to sustainability concerns—helps it maintain a strong position in the
competitive fast-food and fast-casual markets.
  Marketing analytics :

(such as a restaurant chain like Subway, or a public transit company) is essential for measuring,
optimizing, and improving the effectiveness of marketing strategies. Below are several aspects of
marketing analytics that can be applied to both types of subway companies, and I’ll divide them
into different key areas for clarity.

1. Customer Segmentation and Targeting

Understanding who your customers are is crucial for targeted marketing campaigns. This
includes demographic, psychographic, and behavioral segmentation.

Subway Restaurant (Quick-Service Restaurant) Analytics:

 Demographic Segmentation: Analyze customer data to identify age, gender, location, and
income. For instance, if younger consumers are frequenting certain store locations, you might
develop marketing campaigns that appeal to them specifically (e.g., digital ads or social media
promotions).
 Behavioral Segmentation: Track order patterns and preferences (e.g., frequent customers,
special dietary needs, or popular sandwich combos). This data can inform personalized email
marketing or loyalty rewards programs.
 Loyalty Programs: Analyze customer engagement with loyalty programs. For example, track
which promotions or rewards resonate best with frequent customers.

Public Transit Subway Analytics:

 Geographic Segmentation: Identify where riders live and work to offer tailored promotions or
campaigns targeting commuters. For instance, ridership data can show you which stations are
busiest, helping you decide where to focus your marketing efforts.
 Time-of-Day and Travel Habits: Understanding peak hours and travel patterns can lead to more
effective messaging (e.g., promoting off-peak discounts or encouraging eco-friendly travel
during rush hours).

2. Campaign Performance Tracking

Regular tracking of marketing campaign performance is essential for determining ROI and
making necessary adjustments.

Subway Restaurant Analytics:

 Sales Metrics: Track the correlation between specific campaigns (e.g., limited-time offers,
seasonal menu items, influencer partnerships) and sales growth.
 Customer Engagement: Monitor how well your email, social media, or SMS campaigns are
performing by tracking open rates, click-through rates, and conversion metrics.
  Promotions Effectiveness: Evaluate the impact of discounts or coupon-based promotions on
average order value and customer retention. If certain promotions are particularly effective, you
can scale them or adjust based on customer preferences.

Public Transit Subway Analytics:

 Ticket Sales & Ridership Data: Track how marketing efforts like advertising campaigns, new
route introductions, or discount programs affect ridership numbers.
 Digital Campaign Performance: Track online ads (e.g., search ads, social media ads) to evaluate
which channels are most effective for promoting specific routes, passes, or service changes.
 Customer Satisfaction Surveys: Implement periodic surveys to assess customer satisfaction and
identify pain points in the service. This can be tied to marketing efforts aimed at improving
specific aspects of the subway experience (e.g., cleanliness, timeliness, etc.).

3. Customer Journey Analytics

Tracking the entire customer journey, from awareness to conversion, is key to understanding
how marketing efforts impact long-term customer behavior.

Subway Restaurant Analytics:

 Awareness to Visit: Use website analytics, social media, and loyalty program data to track how
new customers find out about your brand and what motivates them to visit (e.g., local ads,
influencer endorsements, online promotions).
 Repeat Purchases: Track how often first-time visitors return, and identify the types of
promotions or products that encourage repeat business (e.g., offering free items after a certain
number of visits).
 Customer Feedback: Use customer surveys or online reviews to gather insights on customer
satisfaction, product quality, and in-store experience, and use this data to guide your marketing
messaging.

Public Transit Subway Analytics:

 Awareness to Ridership: Monitor how potential customers first learn about the subway system
(e.g., digital ads, word of mouth, or promotions) and how they transition to becoming regular
users.
 Retention and Loyalty: If there are long-term riders, track the factors that keep them loyal (e.g.,
discounts for frequent users or convenient schedules) and how marketing can be used to
encourage others to use the subway more regularly.
 Public Sentiment and Brand Perception: Analyze public sentiment about the subway system
through social media listening, customer feedback, and media coverage to improve brand image
and marketing efforts.

4. Digital Marketing Analytics

For both types of subway companies, digital marketing analytics help evaluate online and mobile
efforts, ensuring that marketing initiatives reach the right audience and engage them effectively.
Subway Restaurant Analytics:

 Website and Mobile App Analytics: Track website visits, conversion rates, and customer
behavior on the app (if applicable). This can include monitoring online ordering behaviors,
coupon usage, or app downloads.
 Social Media Engagement: Track key metrics on platforms like Facebook, Instagram, and TikTok,
including likes, comments, shares, and overall reach. You can also measure how these activities
correlate with store visits or sales.
 Influencer and Affiliate Marketing: If you're working with influencers, measure their impact by
tracking referral codes or links to evaluate the ROI of influencer partnerships.

Public Transit Subway Analytics:

 Digital Ads and Campaign Reach: Track how effective your digital ads are in driving awareness
and usage of subway services. Measure the ROI of paid ads, including Google Ads or social
media platforms.
 Mobile App Usage: Many cities have mobile apps for subway services where passengers can
check schedules, pay for tickets, or check real-time updates. Track engagement and usage rates
of the app to understand how it contributes to customer retention and satisfaction.
 Website Metrics: Analyze traffic to the subway system’s website to understand how well
information (e.g., schedules, maps, passes) is reaching customers.

5. Competitive Analysis

For both restaurant chains and transit systems, keeping tabs on your competition is essential for
making informed marketing decisions.

Subway Restaurant Analytics:

 Market Share: Track how your brand compares to competitors like Quiznos, Jimmy John’s, or
local sub shops in terms of foot traffic, sales, and social media engagement.
 Competitor Campaigns: Analyze your competitors’ marketing campaigns, offers, and customer
feedback. Adjust your strategy based on insights gained from their successes or failures.
 Brand Positioning: Understand how your restaurant’s positioning compares to other fast-casual
restaurants. Are you perceived as healthier, more affordable, or more customizable?

Public Transit Subway Analytics:

 Competitor Ridership: Compare ridership data with other modes of transportation like buses,
ride-sharing services, and even biking infrastructure.
 Competitive Promotions: If ride-sharing services or car rentals are offering promotions or
loyalty programs, evaluate how those are affecting your subway ridership and if you need to
introduce similar incentives to stay competitive.
 Pricing Comparison: Compare pricing models with other transit options, including public buses,
taxis, or even electric scooters. Understanding your pricing strategy is essential for attracting
new users.
6. Revenue and Cost Analysis

For both subway restaurants and transit systems, understanding the cost-effectiveness of your
marketing efforts is crucial for profitability.

Subway Restaurant Analytics:

 Customer Acquisition Cost (CAC): Calculate how much you are spending to acquire a new
customer through various marketing channels. Compare this to the average revenue per
customer (ARPU) to assess profitability.
 Average Order Value (AOV): Track how much customers are spending per visit and assess
whether promotions or up-selling techniques (like adding chips or drinks to an order) are
increasing this metric.
 Return on Marketing Investment (ROMI): Regularly evaluate the ROI of marketing campaigns.
For example, if a national ad campaign leads to increased foot traffic or online orders, measure
how much that campaign brought in revenue relative to its costs.

Public Transit Subway Analytics:

 Cost per Rider: Evaluate how much it costs to market and maintain the subway system per rider.
This could include advertising costs, operational costs, and customer service expenses.
 Revenue per Rider: Track how much revenue you earn per rider based on ticket sales,
subscription passes, and advertising revenue from digital screens or train cars.
 Operational Efficiency: Marketing data can also help identify inefficiencies in the system. For
instance, if promotions increase ridership but the subway system can’t handle the extra traffic
during peak hours, this could result in a suboptimal customer experience, which might affect
overall revenue.

7. Future Trends and Predictive Analytics

Finally, using advanced analytics like predictive models, you can forecast future trends in
customer behavior and adjust your marketing strategy accordingly.

Subway Restaurant Analytics:

 Sales Forecasting: Use historical data to predict future sales patterns, helping you plan for
seasonal changes, new menu items, or special offers.
 Churn Prediction: Use machine learning to predict which customers are likely to stop coming
back and develop retention strategies to keep them engaged.

Public Transit Subway Analytics:

 Demand Forecasting: Use historical ridership data to predict future travel demand, allowing for
better scheduling, pricing, and marketing of off-peak services.
 Route Optimization: By analyzing which routes are more popular, you can market certain lines
or adjust schedules to better meet demand.
By integrating these marketing analytics strategies, a subway company (whether a quick-service
restaurant or public transportation system) can refine its marketing efforts, improve customer
experiences, and drive long-term business success.

 Marketing research :

the objective is to gather insights that can inform strategic decisions in areas like product
development, customer preferences, brand positioning, and competitive landscape. Below is a
breakdown of the key steps involved in conducting marketing research for Subway.

1. Define the Research Objectives

 Brand Awareness: Understand how familiar customers and non-customers are with the Subway
brand.
 Customer Satisfaction: Assess the satisfaction levels of existing customers regarding the product
quality, customer service, and in-store experience.
 Market Segmentation: Identify different customer segments based on demographics,
preferences, and behaviors.
 Competitive Analysis: Analyze Subway’s position relative to competitors like Jimmy John’s,
Quiznos, or regional sandwich chains.
 Product Innovation: Understand customer appetite for new menu items or dietary options like
plant-based offerings or low-calorie meals.

2. Identify Research Methods

Quantitative Methods:

 Surveys & Questionnaires: Collect structured data on customer satisfaction, product

preferences, pricing sensitivity, and purchasing behavior. These can be administered online, in-
store, or via email.
 Customer Databases: Analyze existing customer purchase data from loyalty programs or apps to
derive trends in purchase behavior, frequency, and preferences.

Qualitative Methods:

 Focus Groups: Conduct discussions with a small, diverse group of customers to explore deeper
insights on taste preferences, brand perception, and potential improvements.
 In-Depth Interviews: Conduct one-on-one interviews with both customers and employees to
gather insights into the customer journey, pain points, and opportunities for brand
improvement.

Observational Research:

 Mystery Shopping: Send researchers to Subway locations to evaluate customer service,

cleanliness, speed of service, and product quality.
  Social Media Listening: Track online conversations, reviews, and mentions of Subway to
understand public perception and sentiment.

3. Key Metrics to Track

 Customer Satisfaction Score (CSAT): Measure customer satisfaction with specific aspects of the
business like food quality, service, and ambiance.
 Net Promoter Score (NPS): Measure how likely customers are to recommend Subway to others,
which is a key indicator of loyalty.
 Brand Perception: Assess how customers perceive the Subway brand in terms of freshness,
quality, and healthiness compared to competitors.
 Price Sensitivity: Evaluate how sensitive customers are to price changes and the potential
impact on sales volume.
 Product Popularity: Identify which menu items are most popular, and which items are
underperforming. This can inform menu redesigns or promotional campaigns.

4. Competitive Analysis

 Brand Positioning: How does Subway differentiate itself from competitors like Jimmy John’s or
Panera Bread? Research customer views on Subway’s emphasis on fresh ingredients, healthy
options, and customization.
 Pricing Strategy: How does Subway’s pricing compare to its competitors, and what impact does
this have on consumer choices?
 Promotions: Analyze the effectiveness of promotional efforts such as the $5 footlong deal or
limited-time offers. How do these promotions impact brand perception and sales?

5. Customer Segmentation

 Demographics: Segment Subway’s customer base by factors such as age, income, gender,
location, and family size.
 Psychographics: Explore customers' lifestyles, values, and attitudes. For example, Subway might
appeal to health-conscious consumers who prioritize fresh, customizable meals.
 Behavioral Segmentation: Look at factors such as frequency of visits, time of day, and preferred
ordering methods (in-store, delivery, online).

Example Segments:

 Health-Conscious Eaters: These customers are looking for nutritious options, like low-calorie
sandwiches, gluten-free bread, or vegetarian and vegan offerings.
 Convenience Seekers: Customers who want quick service and easy ordering through Subway’s
mobile app or delivery services.
 Value-Oriented Customers: Those who are looking for promotions, deals, and cost-effective
meal options.
 Families with Kids: Parents looking for meal solutions that are affordable and customizable for
younger family members.

6. Analyze Customer Preferences

  Menu Preferences: Which sandwich fillings, bread types, and condiments do customers prefer?
Are there preferences for hot or cold subs?
 Dietary Trends: Understand consumer interest in vegetarian, vegan, gluten-free, or other
specialized diets.
 Technology Usage: How important is the mobile app or online ordering platform to customers?
Do they prefer traditional in-store orders or digital/phone orders?
 Sustainability: How important is sustainability to customers, such as concerns about packaging,
food sourcing, and environmental impact?

7. Consumer Insights

After gathering the data, some key insights could include:

 Health and Freshness: Subway is well-positioned as a healthy, fresh option, especially when
compared to traditional fast food chains. This might be a strong differentiator to emphasize in
future campaigns.
 Customization: Many consumers enjoy the ability to customize their sandwiches, so Subway
could continue to highlight this feature as a key selling point.
 Convenience: Mobile ordering and delivery services are becoming increasingly important to
customers, and expanding these options or improving user experience could boost satisfaction.
 Brand Trust: A large segment of Subway's customer base values transparency and food sourcing
(e.g., non-GMO ingredients, antibiotic-free meats). Reinforcing these values could strengthen
customer loyalty.

8. Conclusions & Actionable Insights

Based on the findings, Subway could take several actions:

 Menu Innovation: Introduce or expand menu items that cater to emerging trends (e.g., plant-
based proteins, low-carb options).
 Loyalty Program Enhancements: Implement more targeted promotions based on customer
preferences or past purchasing behavior.
 Marketing & Communication: Focus on communicating the brand’s commitment to fresh
ingredients, healthy choices, and sustainability.
 Store Experience: Consider redesigning stores or introducing new service models to enhance
convenience, such as enhanced mobile app functionalities or in-store touchpoints for faster
service.

9. Monitor & Adapt

Marketing research is an ongoing process. Continuously track customer feedback, competitor

movements, and industry trends to ensure that Subway stays responsive and relevant in an ever-
changing market.
This research framework provides a comprehensive guide to help Subway understand its market,
optimize its offerings, and sharpen its competitive edge. Let me know if you'd like to dive deeper
into any specific aspect!

 Digital marketing :

Digital marketing for a Subway restaurant (or a Subway franchise) involves promoting the brand
and its products online to attract customers, build brand awareness, and drive sales. The goal is
to leverage various digital channels and strategies to reach a broad audience, while also creating
a personalized experience for customers.

Here’s a comprehensive digital marketing plan tailored for a Subway restaurant or chain:

1. Website Optimization & Local SEO

 Mobile-Friendly Website: Ensure the website is optimized for mobile users, as many people
search for restaurants on their phones.
 Menu Accessibility: Display your menu online with clear descriptions, nutritional information,
and pricing. Adding an interactive menu with images or videos could boost engagement.
 Location-Based SEO: Optimize for local SEO so that customers can find the nearest Subway
easily. Include location pages, local keywords (e.g., "best sub in [city name]"), and Google My
Business optimization.
 Online Ordering & Delivery Integration: Make sure the website has easy access to online
ordering and integrates with third-party delivery services like UberEats, DoorDash, or GrubHub.

2. Google My Business Optimization

 Claim Your Listing: Ensure your restaurant has a verified Google My Business profile. Fill in all
details including hours, location, photos, menu, and customer reviews.
 Local Reviews: Encourage customers to leave positive reviews. Respond to reviews (both
positive and negative) in a professional and friendly manner to build customer loyalty.
 Google Posts: Regularly update your Google My Business with new promotions, offers, or
events.

3. Social Media Marketing

 Platform Focus: The most relevant platforms for Subway are Instagram, Facebook, TikTok, and
Twitter. Focus on these platforms, as they allow for both organic posts and paid ads.
o Instagram: Share high-quality images and videos of your subs, new menu items, and
behind-the-scenes content. Instagram Stories and Reels are great ways to engage with
your audience.
o Facebook: Use Facebook for community-building posts, local events, or promotions.
Facebook Ads can be highly targeted based on location and interests.
o TikTok: Leverage viral trends, creative videos, and challenges. Encourage customers to
create content, like unboxing videos of their subs, and use branded hashtags.
  User-Generated Content: Encourage customers to post about their Subway experience with a
branded hashtag (e.g., #MySubMyWay) and repost user-generated content to build
authenticity.

4. Influencer Partnerships

 Local Influencers: Partner with local food influencers or micro-influencers who have a strong
local following. They can help introduce your restaurant to new customers through reviews,
posts, and stories.
 Branded Challenges: Create a fun challenge around your products (like customizing your sub or
a "Sub of the Day" challenge) and encourage influencers to join.

5. Email Marketing

 Build an Email List: Use a simple signup form on your website or at the point of sale to collect
customer emails. Offer a discount or free item in exchange for signing up.
 Promotions and Loyalty: Use email to notify customers about promotions, special deals, and
new menu items. Offer exclusive deals to loyal customers.
 Segmentation: Segment your email list based on customer preferences (e.g., vegetarians,
health-conscious, new customers, etc.) to send tailored offers.

6. Paid Advertising (PPC)

 Google Ads: Use Google Ads to target local searches like "sub sandwich near me," "best
sandwich shop," or "fast food delivery." You can also run display ads on related food and
lifestyle websites.
 Social Media Ads: Invest in Facebook and Instagram ads, which allow for hyper-targeted
campaigns based on location, demographics, and interests.
 Geofencing Ads: Use geofencing to send targeted ads to users when they’re near your store or
competitors, encouraging them to stop by.

7. Content Marketing & Blogging

 Blogging: Create a blog on your website with relevant topics like healthy eating, nutrition tips,
Subway promotions, and fun facts about your ingredients. This can help with SEO and position
the brand as an expert in the industry.
 Video Content: Develop a YouTube channel or create video content for social media with tips on
how to build the best subs, interviews with employees, or highlights of local events and
community outreach.

8. Online Ordering and Delivery Integration

 Optimize for Delivery: As food delivery has become a major driver for the restaurant industry,
ensure that your online ordering system is seamless. Include options for delivery, curbside
pickup, or in-store pickup.
  Promote Delivery Offers: Run exclusive online-only offers for delivery (e.g., "Free Delivery on
Orders Over $20"), and ensure that these offers are promoted via your website, social media,
and email.

9. Loyalty Programs

 Subway Rewards: Promote the Subway loyalty program (or create one if you don't already have
one) to reward customers for repeat visits. Use the app or website to track points and send
personalized offers based on past orders.
 App Integration: Encourage customers to download and use the Subway app for easy ordering,
rewards tracking, and notifications about new promotions or limited-time menu items.

10. Seasonal & Time-Limited Promotions

 Special Offers: Run promotions tied to holidays, seasons, or national food days (e.g., National
Sandwich Day). Offering limited-time discounts can create a sense of urgency for customers.
 Discount Days: Implement a weekly special (e.g., “Taco Tuesday” or “Subway Sunday”) to
attract more customers on slower days.

11. Analytics & Performance Tracking

 Google Analytics: Track traffic and conversions on your website to understand which channels
are driving the most customers. Adjust your strategy accordingly.
 Social Media Insights: Use Facebook and Instagram Insights to monitor the performance of your
posts and ads. Focus on metrics like engagement rates, reach, and click-through rates.
 Customer Feedback: Use surveys or social media polls to gather customer feedback and adjust
your offerings based on customer preferences.

 Advertisement :

"Build Your Flavor, Your Way – Only at Subway!"

Craving something fresh, flavorful, and completely customizable? At Subway, the choice is
yours! Whether you're in the mood for a hearty sandwich or a light, crisp salad, we’ve got
everything you need to satisfy your hunger your way.

Fresh Ingredients. Endless Possibilities.

Choose from our signature breads, premium meats, fresh veggies, and bold sauces to create your
perfect sandwich. Want something special? Add extra toppings, skip the mayo, or double up on
cheese! The flavors are endless, and so is the way you enjoy Subway.

�Bread fresh out of the oven.

�Veggies crisp and loaded with nutrients.
 �Premium meats with a taste that’s second to none.

Stop by today and Build Your Subway.

No matter how you like it, we’ll always make it your way. Fresh, Fast, and Always Delicious.

#SubwayYourWay #FreshAndFlavorful

CRM :

A Customer Relationship Management (CRM) system for Subway (or any quick-service
restaurant) can be highly effective in enhancing customer engagement, improving loyalty, and
driving revenue. Here’s how a CRM tailored for Subway could work, focusing on key elements:

1. Customer Segmentation
 Goal: Divide customers into meaningful segments for targeted marketing and promotions.
 Methods: Segment customers based on purchase behavior, location, frequency, and preferences (e.g.,
healthy options, specific sandwiches, or customization).
 Benefits: Allows for precise targeting with relevant offers and increases customer satisfaction.

2. Personalized Promotions and Loyalty Programs

 Personalized Offers: Use CRM data to deliver custom offers based on customer preferences (e.g.,
discounts on their favorite sandwich).
 Loyalty Program Integration: Track and reward loyal customers with points, exclusive discounts, or early
access to new products.
 Birthday and Anniversary Rewards: Send personalized offers to celebrate special occasions and
increase visit frequency.

3. Order History and Preferences

 Tracking Orders: Log previous orders to streamline repeat purchases, enabling a “favorites” or “reorder”
function.
 Customized Recommendations: Suggest items that match the customer’s tastes based on past
purchases (e.g., upsell with drinks or desserts that complement their regular orders).
 Feedback Collection: After each order, encourage feedback to continuously improve service quality and
gather data on customer preferences.

4. Location-Based Services
 Geofencing and Proximity Marketing: Trigger notifications or special offers when customers are near a
Subway location, encouraging them to stop by.
 Localized Campaigns: Customize campaigns based on local events, holidays, or cultural preferences in
each Subway branch’s area.

5. Online Ordering and Mobile Integration

 Mobile App Integration: A CRM should sync with the Subway app to gather user data from app
interactions, online orders, and in-store purchases.
 Push Notifications: Send reminders, new product alerts, or limited-time offers through the app to keep
Subway top of mind for users.

6. Analytics and Reporting

 Customer Behavior Insights: The CRM can provide analytics on which items are popular, what times of
day people tend to order, and which promotions are most effective.
 Predictive Analytics: Forecast trends to adapt menu items or promotions based on customer
preferences and market changes.

7. Feedback Loop and Service Improvement

 Post-Purchase Surveys: Use the CRM to send follow-up emails or app messages asking about customer
satisfaction.
 Complaint Management: Track and resolve customer complaints through the CRM to enhance service
recovery efforts and improve the customer experience.

8. Cross-Channel Marketing
 Email Marketing: Use email to announce new items, share recipes, and offer exclusive deals to nurture
customer relationships.
 Social Media: Track engagement from social media channels within the CRM to integrate campaigns and
encourage customers to stay connected.

Choosing the Right CRM System for Subway

Some popular CRM systems that could be adapted for Subway’s needs include:

 Salesforce: Known for advanced segmentation and marketing automation.

 HubSpot: Useful for smaller franchises or locations looking for accessible CRM solutions.
 Zoho CRM: Offers flexible customization and a variety of customer interaction tools.
 Toast POS and CRM Integration: Specifically designed for restaurants, making it easy to integrate with
in-store operations.

A CRM system for Subway should be adaptable, able to integrate across franchises, and
designed to enhance the customer experience while boosting operational efficiency.
  Pricing strategies :

1. Value-Based Pricing

 Set prices based on the perceived value to the customer. For instance, offering meal deals
(sub + drink + side) at a slight discount can create a perception of good value. This
approach encourages higher customer satisfaction, as they feel they are getting more for
their money.

2. Competitive Pricing

 Price products in line with or slightly below competitors like McDonald's, Burger King,
or other sandwich shops. This can prevent customers from choosing other brands based
on price. Subway could vary pricing regionally, depending on the competitive landscape.

3. Promotional Pricing

 Leverage limited-time offers (e.g., "$5 Footlong" or "Sub of the Day" promotions) to
boost traffic and encourage repeat visits. Seasonal promotions and local events can also
tie into this strategy, attracting customers looking for a deal.

4. Psychological Pricing

 Use prices ending in ".99" or ".95" to make items seem more affordable (e.g., $4.99
instead of $5.00). This subtle psychological effect can increase customer attraction and
improve perceived value.

5. Bundle Pricing

 Bundle items together (such as a sub, drink, and chips) at a lower price than if purchased
individually. This increases the average transaction size and provides customers with a
convenient meal option.

6. Tiered Pricing or Customization Charges

 Offer different pricing tiers based on sandwich size (e.g., 6-inch vs. Footlong) and extras.
Subway could also charge a premium for high-cost add-ons, like extra meat, avocado, or
special sauces. This lets customers control how much they want to spend based on
customization.

7. Dynamic Pricing with Location-Specific Adjustments

 Adjust prices based on location and demographics. For instance, urban locations with
higher operational costs may have slightly higher prices, while suburban locations might
have lower ones.
 8. Loyalty Program Discounts

 Offer discounts or exclusive deals through a loyalty program. Customers could earn
points per purchase and redeem them for free or discounted items, encouraging repeat
visits and brand loyalty

 CASE STUDY:

1. Background of Subway
 Founding: Subway was founded in 1965 by Fred DeLuca and Peter Buck as “Pete’s Super Submarines” in
Bridgeport, Connecticut. It was later rebranded as Subway.
 Growth: Known for its sandwiches, Subway grew rapidly due to its franchise model, focusing on
affordability, customization, and a healthier fast-food alternative.
 Global Reach: Today, Subway is one of the largest fast-food chains in the world, with locations in over
100 countries.

2. Competitive Strategy
 Health-Oriented Menu: Subway differentiates itself with a healthier menu compared to traditional fast-
food chains, emphasizing fresh vegetables, lean meats, and customizable subs.
 Customization: One of Subway’s key selling points is the “Build Your Own” concept, which allows
customers to choose their bread, toppings, and sauces.
 Franchise Model: Subway operates primarily as a franchise, allowing it to expand rapidly with relatively
low capital. Franchisees are responsible for much of the day-to-day operations.

3. Marketing and Brand Positioning

 Advertising: Subway has employed various advertising strategies, from promotions and discounts to
high-profile campaigns like Jared Fogle’s story and later healthier eating endorsements.
 Positioning: Subway has positioned itself as a healthier, customizable, and convenient fast-food option.
However, they have faced increased competition in this category from chains like Panera Bread and
Chipotle.
 Digital Transformation: Recently, Subway has made moves toward enhancing digital engagement,
including a mobile app for ordering, loyalty programs, and partnerships with third-party delivery services
like Uber Eats and DoorDash.
 4. Operations and Supply Chain Management
 Supply Chain Challenges: Subway’s supply chain needs to be flexible to accommodate the extensive
menu customization and the freshness of ingredients. Ensuring consistent quality across thousands of
locations worldwide is an ongoing challenge.
 Inventory Management: Subway’s inventory needs to balance between perishable ingredients like
vegetables and longer-lasting items such as sauces and meats.
 Sustainability Initiatives: Recently, Subway has emphasized sustainable sourcing, reducing plastic usage,
and environmental initiatives in line with global standards.

5. Challenges Faced by Subway

 Health and Safety Regulations: Subway has to adapt to strict health regulations, especially regarding
fresh produce. Any outbreak or contamination can lead to severe reputational damage.
 Increased Competition: As fast-casual dining options have increased, Subway’s market share has been
challenged. Competitors now offer similar customization and healthy eating options.
 Franchisee Relations: Some franchisees have faced issues with the company's demands, such as costly
renovations and requirements for promotions that may cut into profits.
 Menu Innovation and Market Relevance: Subway’s menu has occasionally been criticized for lack of
innovation. In response, they have started to diversify offerings, such as adding wraps and specialty
subs.

6. Subway’s Recent Strategy and Future Outlook

 Menu Refresh: Subway launched a major menu overhaul in 2021, adding new ingredients, refreshing
old recipes, and improving the quality of existing menu items.
 Technology Investment: Subway has made strides in technology, such as AI for menu customization and
digital ordering to enhance customer experience and operational efficiency.
 Sustainability Goals: Subway aims to source ingredients responsibly, cut down on waste, and adopt eco-
friendly packaging to meet rising environmental expectations.
 Franchise Growth in Emerging Markets: The company aims to expand further in emerging markets
where fast-food growth is strong.

7. Lessons Learned and Takeaways

 Adaptability in a Competitive Market: Subway’s journey highlights the need for adaptability in
marketing and menu offerings to stay relevant in a dynamic food service landscape.
 Balancing Franchise Relations: The importance of maintaining good relations with franchisees to avoid
dissatisfaction and ensure business alignment.
 Customer-Centric Strategy: Emphasizing customization and health-conscious choices can create a
unique value proposition, but companies must continuously innovate to keep customer interest.
 Operational Efficiency: Maintaining a streamlined, yet flexible supply chain is crucial, especially when a
brand operates on a global scale