Subway Analysis

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How Subway Tops The Fast Food Chain

Introduction The first Subway was founded in 1965. The founder of the Subway chain, Fred De Luca, started running his restaurant business when he was only 17 years old. The first Subway restaurant was opened nine years after its foundation in Connecticut where the headquarter is now situated. Now there are more than 30,000 Subway restaurants in 88 countries worldwide and it is the world‟s fastest growing franchise chain. New Subway restaurants are opening all the time. The franchise chain has employed more than 150,000 people. (Subway 2009)
Subway offers customers many different kinds of fresh submarine sandwiches also called “subs”. Customers always decide how they want their sandwiches to be
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Subway try to provide new concept with the idea of “Healthy Fast Food” by using the excellent product as their product differentiation strategy, with good taste, fresher and high quality of ingredients and clean process.

To summarize their keys strength for differentiate the product and success their business, we can separate their key factors into 4 sorts.

First is “Healthy” with the combination of many kind of vegetable with meat and their many types of their own special sauces, their sandwich completely provides the essential nutrients. This will lead the consumer can eat fast food which provide them quick service without destroying their own health. Subway use this key strength to influence the consumers, especially group of people who highly concern about their health. In addition, Subway has a various menu which lead them to reach broadly target group.

Second is “Tasty”. Besides Subway is a healthy fast food, it’s also tasty. With their good quality of the ingredients and their special sauces, Subway offer the concept “eating good doesn't have to taste bad” to the market.

Third is “Make to order”. The customer can eat what ever they want with any types of combination. The customer could select their own topping and sauces with 11 types of bread included 9-Grain wheat, Hearty Italian, Honey Oat, Italian (White), Italian Herbs & Cheese, Monterey Cheddar, Parmesan Oregano,
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