To revitalise and reposition the Subway brand in line with the overarching ‘Fuel for life’ business strategy and make the brand more relevant to its core customer base.
Strategy, Creative, Digital
Shoppers are wanting convenience and easy options that they can consume on the go. They expect brands and services to fit into their daily lives and make their shopping experience seamless and easy. Based on QSR macro trends we found that shoppers were seeking combo deals particularly around the the lunch occasion and that Subway was the only major who did not have a permanent bundle deal on their menuboards. We also identified that shoppers on a meals mission often forgot about a beverage which was an opportunity for Subway to increase their shopper basket size.
We developed a full path to purchase strategy for the brand refresh from store exterior through to full interior fit out. We also executed the development of a new menuboard communications strategy that simplified the shopper purchasing experience and drove combo bundling. The path to purchase strategy also included the creation of a beverage destination for cold and hot beverages at counter driving incremental beverage purchases.