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Lacking in ‘craveability’: Subway overhauls brand to bring it ‘into the future’
After undertaking extensive consumer research, Subway has overhauled its menu to make it more tempting and prevent “order paralysis”, the first step in its wider transformation plan.
Subway is aiming to make its business future-fit, with a new menu and one of its largest-ever marketing investments kicking off a wider transformation for the brand, after admitting it had started to stagnate.
Louise Wardle, the brand’s vice-president of marketing for EMEA, tells Marketing Week the work began with the need to “bring Subway into the future”. She acknowledges that, after being successful for a long period of time, the brand had “stood still” for a number of years.
