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How Subway’s Marketing Mix Made it a Global Franchise


The Marketing Mix of Subway tells the 4ps (Product, Price, Place, and Promotion) of the best American multinational fast food restaurant chain – Subway!

Subway is an American fast-food franchise that operates globally with restaurants serving salads and submarine sandwiches. The privately-owned company is under the ownership and operation of Doctor’s Associates, Inc. which empowers its customers to create their sandwiches. 

This strategy of self-creation has enabled Subway to create a unique marketing mix that emphasizes personalization. The company has maintained its position in the industry by offering high-quality products, providing strong franchisee support, and building a loyal customer base.

Subway’s emphasis on personalization has helped it to stand out from other fast-food chains. The brand’s unique concept of customer involvement has successfully allowed it to differentiate itself in a highly competitive industry. 

Subway’s marketing strategy has centered around personalized sandwich-making, which has helped it to develop a reputation as a quality food provider. The company’s continued success is evidenced by its loyal customer base, franchisee support, and commitment to high-quality products. 

Anyone looking for a satisfying and unique fast food experience should consider trying Subway, a brand that continues to deliver exceptional service and quality food.

Product in the Marketing mix of Subway

Subway has established itself as a leading fast-food chain in the world by offering a diverse range of products under its marketing mix product strategy. From its humble beginnings as a submarine sandwich shop, the company has diversified its offerings to include a wide variety of sandwiches, breakfast items, snacks, sides, and drinks. 

In addition to serving food in its restaurants, Subway also offers catering services. Its catering menu includes a wide variety of products such as Giant subs, Sandwich platters, and Subway to GO! Meals, desserts, sides, and drinks.

The Sandwich platters are especially popular and include a range of sandwiches like Chicken Ham, Turkey breast, as well as Subway’s trademark sandwiches like Subway club and Veggie Delight. Subway also serves baked items such as cookies, doughnuts, muffins, and wraps. 

The company has expanded its menu offerings in certain countries by introducing flatbreads, breakfast sandwiches, and English muffins that cater to local tastes. This has helped Subway to adapt to the local market and maintain a strong presence in different regions of operation.

Apart from food, Subway has also expanded its beverage offerings by introducing ‘Seattle’s Best Coffee’. This is an excellent addition to the Subway’s product mix, catering to the needs of coffee lovers who visit the restaurant. 

Marketing Mix of Subway

All of these diverse product offerings allow Subway to appeal to a broad range of customers with different preferences and dietary requirements.

Subway’s success can be attributed to its innovative and diverse product mix, which has enabled the company to cater to a wide range of customer needs. By offering a variety of products that are tailored to local tastes, Subway has managed to stay ahead of the competition in various regions around the world. 

Whether it is breakfast, lunch, or a quick snack, Subway has something for everyone. So, if you’re looking for a quick bite or catering for an event, be sure to check out the delicious and diverse offerings from Subway.

Price in the Marketing mix of Subway

Although Subway is relatively more expensive than fast-food competitors like KFC and McDonald’s, the high quality of its food and low-calorie content justifies its higher pricing. 

Subway has always maintained its food quality and kept its prices a little higher than the competition, while also offering generous portion sizes that are comparable to its rivals. Subway’s pricing strategy is based on a differential pricing approach that values quality and the value generated by their restaurant. 

This reveals an important aspect of their marketing mix pricing strategy. 

Place in the Marketing mix of Subway

Subway, a popular fast-food franchise, holds the title of the fastest-growing franchise globally. It is currently the largest operator of restaurants with almost 45,000 franchises all over the world. The company is headquartered in Milford, USA, and its international operations are managed through five regional centers.

Subway has European offices located in Amsterdam, while it’s New Zealand and Australian offices are in Brisbane. The Asian region’s offices are situated in Singapore, Lebanon, and Beirut, and the Latin American regional office is in Miami. 

Marketing Mix of Subway

As a 100% franchisee-based organization, Subway’s restaurants are all independently owned and managed.

Opening a Subway franchise requires only the franchise fee, which grants the individual the brand name and tools to open their outlet. Subway’s unique strategy of opening restaurants in non-traditional locations has proven successful. 

They often open stores in premium areas where health-conscious individuals frequent.

Subway’s commitment to providing healthy options has earned the company a loyal customer base. They offer low-calorie, vegetarian, and gluten-free options, making them a popular choice for individuals with dietary restrictions. 

Additionally, the company has continuously adapted to changing consumer preferences, introducing new items to its menu and updating its ingredients to meet the growing demand for healthier options.

Subway has achieved global success due to its commitment to providing healthy and delicious food options to its customers. With its unique franchise system and strategy, the company has continued to grow and expand its reach globally.

Promotions in the Marketing mix of Subway

Subway employs a variety of promotional activities to advertise its brand and products. These promotional activities include advertising, personal selling, public relations, and sales promotions, all of which are included in the Subway’s marketing mix promotional strategy. 

To promote the freshness and high quality of their food, Subway utilizes their well-known slogan, “Eat fresh.”

Subway’s primary target audience is adults aged 18-35, and their advertisements are primarily broadcasted during primetime, sports, and cable networks.

As with any brand, Subway’s advertisements are designed to move customers from an awareness set to a consideration set, encouraging them to consider eating at Subway’s fast food chains.

One of Subway’s unique promotional strategies is preparing sandwiches in front of customers to showcase the quality and freshness of their ingredients, as well as the skills of their “Subway Sandwich Artists.” 

In addition, the company has employed cartoon characters, such as Peter Griffin, to promote its new sandwiches. They also had a product placement promotion on the US TV series “Chuck” and a “Buy one sandwich, give one sandwich free” campaign on National Sandwich Day.

Subway’s “Refresh” campaign targeted young consumers to refresh the company’s image and boost sales. By introducing new and innovative items and promoting them through various advertising channels, Subway has successfully increased its market share and brand awareness.

Subway’s promotional strategies include advertising, personal selling, public relations, and sales promotions. They employ unique strategies such as preparing sandwiches in front of customers and utilizing cartoon characters to promote their items. 

I hope you have gathered all the essential information about the Marketing Mix of Subway and the 4 P’s of Subway. Stay tuned for more Marketing Mix Articles.