RISE - Menu Monitor

Menu Positioning |
Subway's menu offers a variety of hot and cold sandwiches, salads, wraps and soups for breakfast, lunch and dinner.
Customers build their own sandwiches, first choosing from a variety of freshly-baked breads, including Italian, Wheat,
Parmesan Oregano and Harvest Wheat. Sandwiches are available as submarines or deli-style, and diners can select either
six-inch or foot-long sizes. After customers select their sandwich type, they can choose from a selection of cheeses,
vegetables and condiments. Subway's signature subs include the Subway Melt Sub, Meatball Marinara Sub, Steak & Cheese
Sub, Chicken & Bacon Ranch Sub and Classic Tuna Sub. Healthier eating options with six grams of fat or less include the
Oven Roasted Chicken Breast, Turkey Breast and Veggie Delight. Most sandwich offerings are also available as wraps.
Salads include the Cold Cut Combo Salad and BMT Salad. In 2006, Subway introduced the Fresh Fit meal program. It
includes a six inch sub with six grams of fat or less, Diet Coke, water or 1% milk and a choice of apple slices, raisins, Dannon
yogurt or Baked Lays potato chips. Sides items are an assortment of chips and cookies are available for dessert. A kids' menu
is available. Alcoholic beverages are not served. Prices range from $2.99–$6.29 Checks average $6.07.
Expansion Plans |
Subway has opened its first kosher restaurant in Brooklyn on January 2. The new restaurant is the company’s second North
American kosher restaurant. (Company Release 2/23/07)
McDonald’s and Subway will be opening locations in Falkville, AL, as part of the Love’s Travel Stop development project. The
development will begin in the fall and will be open for business in 2008 on I-65 and Highway 55. Love’s is a family-owned
cooperation with headquarters in Oklahoma City. (Hartselleenquirer.com 7/12/07)
Subway plans to open as many as 1,450 new units in the U.S. and approximately 150 in Canada by the end of 2007. The
sandwich chain also hopes to build as many as 1,000 new international locations this year. There are currently 20,800
Subways in the U.S., 2,230 in Canada and 4,384 in other international locations. (Foodservice Equipment Reports 6/07 p13)
Subway opened 628 new locations in the U.S., New Zealand, Panama and Pakistan. The chain currently boasts more than
6,700 units in the U.S., plus more than 6,400 nontraditional locations. The chain has units in gas stations, truck stops and
travel centers. (Cspnet.com 8/1/07)
Subway opened a new 24-hour restaurant in Ashwaubenon, WI, on August 3. The unit is the first Subway restaurant with a
drive-thru and utilizes two food-preparation counters to accommodate both indoor and drive-thru customers. The restaurant is
owned by Buckley Enterprises, which operates 30 Subways, including 20 in the Green Bay, WI, area. (Thenorthwestern.com
8/8/07)
Promotion Plans |
Subway teamed with Zumba Fitness to present “the world’s largest Zumba class” to promote Subway’s new Fresh Fit menu.
The fitness class was set for March 11 in the heart of Little Havana in Miami, in conjunction with the Calle Ocho Festival.
(Hispanicprwire.com 3/2/07)
Subway launched the Subway Fresh Fit sweepstakes with partner PUSH.tv, a full body training system. The sweepstakes
compliments Subway’s Fresh Fit menu. Participants will be eligible to win one of two grand prizes: a trip to Los Angeles for two
to train with PUSH.tv personal trainer Jessica Smith or Bob Harper, or a six-month membership to PUSH.tv, which includes
PowerPUSH DVD trio sets, Trek bikes and Subway Fit Evolution t-shirts. (Sys-con.com 4/30/07)
Subway teamed with boxer Oscar De La Hoya for an online promotion emphasizing eating healthy and staying fit. De La Hoya
wrote an online journal, available at Subway’s website, in which he shared his thoughts prior to and following his title match
against Floyd Mayweather, Jr. on May 5. Fans can also view photos and videos of De La Hoya. (Company Release 5/3/07)
Subway is targeting football fans with a helmet giveaway. Fans in the Seattle-Tacoma, WA, area had the opportunity to enter a
contest to win a signed Seattle Seahawks helmet. Participants entered by texting a keyword found on the team’s scoreboard
during the October 28 game. As part of the promotion, those who entered the giveaway were also enrolled in “My Subway
Mobile,” a club that sends exclusive text-message offers to its members. The promotion was part of Subway’s test-market
mobile promotion campaign with Modiv Shopper. (promomagazine.com 10/30/07)
Subway has joined with Fox TV’s “Family Guy” in a new promotion. Through December 30, Subway is offering “Family Guy”
collector’s cups in all its stores, and will also feature an online “Family Guy” trivia game at SubwayFreshBuzz.com. The
promotion will be supported by national TV spots. (Promomagazine.com 11/20/07)
©Technomic Information Services 2007, CIS profiles may not be copied or distributed in any print or electronic format without a license or written consent.
Technomic believes that its sources of information are reliable, but does not assume any responsibility or liability for the accuracy of the information
published.
633