SUBWAY

Brand redesign and Value Proposition

Objectives

QSR Industry in India

• Global brands like McDonald’s, Kfc, and Domino’s Pizza have 100 percent penetration in metro cities and a sizable presence in other tier-1 cities across the country.
• Urbanization, higher disposable incomes, increasing store penetration in tier-2 and tier-3 cities, and the rapid expansion of delivery services have significantly fueled the industry's growth.
• The sector has witnessed a notable shift in consumption patterns, with recent studies indicating that 94% of men and 96% of women prefer to consume fast food at least once per week.
• Statistics show that Indians consume meat atleast once a week, which prompted these chains to introduce a variety of meat based options.

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Source: https://www.mordorintelligence.com/industry-reports/india-quick-service-restaurant-market�

Subway in India

• Subway India boasts 827 stores, with a substantial number operated directly by the company, offering a huge potential to tap into the consumer market.
• Subway is present in more than 160 cities and aims to penetrate to tier 2/3 cities as well.
• Currently, the brand is perceived as a “healthy fast food” chain with mid range price point compared to other QSR’s like McD, Dominos.
• Subway’s menu is a mix of Vegetarian and Non vegetarian options includes options of Potato, Paneer, chicken and lamb.

Consumer Psychology – Group Consumption

• Consumers are often influenced by the opinions, preferences and behaviours of their social circles.
• “Hanging out” often refers to meeting at a café/restaurant where people catch up over food and drinks.
• The context of the social gathering, such as the occasion (e.g., a birthday party, a wedding, a holiday), the location, and the time of year, can also affect consumer behavior. 
• Right from store ambience to menu layouts, pricing and store activities, there are a lot of factors that come into play for a consumer to consider a particular place.
• Choosing a restaurant is a group activity, and friends and family often like to pick a place that has something for everyone, and is also easily accessible.
• Consumers often like to visit places that are aspirational, give good value for money which offering a good store experience where they can have a good time.

Restaurant layout and activities

Competitor’s Store layouts

• The store layouts of other QSR’s like McD, Dominos and Tacobell are designed to maximize takeout and not dine in.
• The seating is not optimized for long time seating and the table space is very minimal. Although there are some cushions, the quality of these is not of high standard.
• Store layout of Starbucks is designed in a way which makes the consumer stay, with comfortable and spacious seating. The usage of sofa and high quality upholstery gives a premium feel.
• Additional browsing opportunities near the POS counter make the customer stay longer at the store.

McD

Dominos

Tacobell

Starbucks

Subway Current Store layout

• Currently, Subway store space is very narrow with little seating space, not optimized for long term gatherings.
• Customers can customize their own subs at the station, where they can choose the toppings of their own.
• LED screens and display systems for menu access and displaying promotional offers.
• Ambience is utilitarian and Stores feature Subway’s global branding of light green and yellow tones, clean white tiles, and basic furniture.
• Compared to newer health cafés or global chains like Starbucks or Pret, Subway lacks a premium or aspirational feel.

Subway’s proposed store layout

• In this social media day and age, ‘instagrammable cafes’ are actually a consumer’s first go-to options, especially with the 18-35 year olds, in metropolitan and tier 2 cities.
• To give a more premium and aspirational image, Subway’s store layout has to elevate its interiors, add premium seating like sofas, with large tables.
• Subway can also incorporate more store décor like mirrors, plants, improved and warm lighting with dark accent walls which give an illusion of large space.
• For a good dining experience, Subway can incorporate city specific cultural art to their store background, which is also instagrammable.
• To encourage social and group gatherings, Subway can have a separate compartment within the store where groups can gather can enjoy their food without being disturbed.

References – Upgraded store layout

Seating, Counter for sandwich customisations, entryway

References – Upgraded store layout

Mirrors to accentuate the space, warm lighting and LED screens that give a vibrant, modern aesthetic

Competition - Store Promotion and In store activities

• Coffee chains like Starbucks and Blue Tokai offer shopping experience in store which also supports the authenticity of their ingredients.
• Other QSR’s like McD, Dominos and Tacobell do not have much instore experiences/activities, but have apps which allow customers to redeem rewards.

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Subway - Store Promotion and In store activities

• To amplify customer in-store and dining experience, sensory marketing can play a key role. Soothing and calming music in store can add to the customer experience and encourage them to stay longer.
• To give the customer an experience of authentic and farm fresh feel food, fragrance plays a key role, smell of freshly baked bread, seasonings enhances the tasting experience and also deepens brand recall.
• QR-Based Gamification: Let customers scan a QR code for offers, Subway trivia, loyalty points, or customization ideas that don’t leave visitors overwhelming. Can also introduce a system for seated customers to order their sub from their table, while seated with their friends and customize the same through the QR code.
• Community wall: To hang in photos of users enjoying and dining in the restaurant, sharing consumer stories and local collaborations, this can especially be from student groups and young adults to encourage them to visit the store.
• Augmented Reality (AR) Menu Preview: Use AR to show how your sub will look based on customizations which is fun, functional, and futuristic.

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Subway - Store Promotion and In store activities

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Can conduct monthly workshops at the store teaching people how to make healthy sandwiches and salads, this encourages group visits and improves store footfalls.

Working lunches are a thing in recent times, and to appeal to the health conscious customers, subway can have a meeting room at the store while also offering discounts on bulk orders, creating value combos and making working lunches easy and productive with healthy and fresh food.

Themed in-store décor to appeal to the younger audience, and to also celebrate days like World Sandwich day etc.

Subway - Store Promotion and In store activities

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Party orders, discounts on orders above 1199/- to encourage group orders. Can also offer freebies like free cookie above orders 799 at the store.

Marketing Campaigns: Social Media

Competitors Social media content - McD

• Their Content is focused on Product promotion and product deals
• They also do influencer collaborations with Gen Z influencers and also collaborated with Minecraft for Gamification.
• Capitalising on Topical Days like April fools day, to integrate brand and improve relevancy
• Gamification posts which are fun and interactive, also the content is in Hinglish
• Story Highlights – includes interactive content like comic anime content.

Competitors Social media content - Tacobell

• Product promotion on social ranging from tacos to beverages
• Seasonal marketing – promoting their coolers during summer
• Leveraging topical days like April fools day and trends like the Ghibli trend.
• Story Highlights include new store openings, menu innovations and Themes stores for topical days like halloween

Competitors Social media content - Dominos

• Sharable pieces of content that are relevant to Genz
• Topical days and trendy reels like whatsapp chats, and collaboration with Swiggy.
• Meme format content
• Highlights – Pizza day, Giveaways. Community based content, gamification.
• Collaborates with influencers but don’t reshare on their feed.

Competitors Social media content - Starbucks

• Content about new store launches.
• Funny and conversational TOV on social.
• Trendy reels format while also showcasing their menu collections.
• Story highlights – New merchandise, new stores, Summer collections.

Subway current social media

• Trending reel formats that are engaging and interactive, also leveraging on topical days like april fool’s day, eid
• Meme format content that taps into the trendy format content including cricket matches.
• Product promotions integrated in trendy meme format communications.
• Story Highlights – Community based, Topicals, gamification

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Subway Social Media

• To make more fun and engaging content that is sharable and saveable, to target both Gen Z and millennials on social.
• To do community posts that promotes storytelling on the page, interactive content with store customers like asking them about ‘their first ever subway sandwich’ ‘their first ever subway store visit’ etc.
• Get to know us – Share the subway history and how it started in India, this will be a personal piece of content which will stick with the users
• To take part in fun trends and challenges that circulate on social media to improve brand reach.
• To establish that Subway’s ingredients are all farm fresh and organically sourced, to do a little behind the scenes on how they make their bread and source ingredients.
• Product promotion posts that highlight any offers/deals at the store. Can also do #DealOfTheDay on stories during weekends which encourages users to visit the store.

Subway Social Media

Story highlights – To do interesting quizzes and polls on stories stating facts, that makes it fun and engaging for customers.

Educational Content – To share the nutritional facts and other information about Subway sandwiches and why they are good for you.

#SmartEatsWithSubway - To share tips on how to make easy, low effort healthy meals at home and how to make nutritional shift in diet.

Subway Social Media

UGC/Community challenge posts – To encourage users to take up a ‘Nutritional Challenge’ where they eat healthy for a month and share their meals with Subway. These will be reshared on Subway’s page to encourage community building and foster a relationship with the audience.

Sample Subway Social Media Grid

Store launch content

#SmarteatswithSubway

Community based posts, people enjoying food at Subway

Influencer Content

• To collaborate with nutritionists, health influencers and diet experts who share the nutritional facts of Subway.
• Can also collaborate with lifestyle influencers who cater to GenZ market, who showcase the store in all its glory and encourage store visits.
• To also do fun and shareable content with the influencers like ‘what your favourite sub says about you’

Darshen

Healthy girl kitchen

Subway Value Proposition

Subway’s current brand perception

• Healthy, affordable, customizable fast food alternative, mostly seen as a functional, quick meal rather than an experience.
• The brand personality is neutral, convenient and predictable there is no premium or aspirational appeal towards it.
• There is limited innovation in localized offerings and people often perceive it as ‘on the go’ cold sandwiches
• Subway is in the QSR space and they are currently present in all metro cities and tier 2 cities.

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Subway’s SWOT Analysis

Competitor Analysis - Starbucks

• Starbucks is considered as an aspirational lifestyle brand in India, especially in tier 2 cities, its not just about coffee, its about status and symbol.
• They attract audience through a loyalty program.
• Seen as a hangout spot for students, professionals, and creators looking for aesthetic ambience, decent Wi-Fi, and a global vibe.
• The brand is closely associated with Instagram-worthy visuals, cozy ambience, and the #coffeelover lifestyle.
• They also have Diwali gift boxes, Holi specials, Mango frappes, and regional drinks to tap into seasonal sentiments.
• Warm lighting, curated artwork, comfy seating, and music create an ambience that encourages longer stays.
• Personalization of drinks and writing customer names on cups boosts a feeling of special attention.
• It aligns with the "treat yourself" culture among Indian youth—where a Starbucks drink is seen as a small indulgence or lifestyle reward.

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Competitor Analysis - Mcd

• Positioned as an everyday treat rather than a premium brand as a reliable QSR Option.
• For many, it’s the go-to option when they want something quick, hygienic, and satisfying.
• Local adaptation of global menu according to Indian preferences with options like McAloo Tikki, Maharaja Mac (veg/non-veg), McSpicy Paneer, Chicken Kebab Burger.
• Spacious layouts and child-friendly menus promote family dining.
• Budget-friendly combos starting under ₹100 attract students and low-spending customers.
• McCafé competes with budget coffee chains with affordable cappuccinos, frappés, and pastries.

Competitor Analysis - Dominos

• Domino’s is widely seen as a go-to brand for pizza lovers, especially among youth, students, and families.
• Not premium but perceived as accessible comfort food, with good value for money.
• Associated with birthdays, team treats, weekend indulgence, and “chill” moments.
• Top of the mind recall for consumers, especially for Indian consumers and often the default brand choice.
• Wide menu variety and innovations like Cheese burst crust, pasta additions, pizza-paratha fusions, and chocó-lava cake have boosted variety and novelty.

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Competitor Analysis - Tacobell

• Taco Bell is seen as a bold, youth-driven, and experimental fast food brand offering a non-traditional alternative to burgers and pizzas.
• It stands out with its vibrant branding, edgy tone, and Mexican-inspired menu that’s relatively new and exciting to Indian consumers.
• Stores have a hip, hangout vibe which is ideal for casual meets, quick meals, and solo dining.
• Neon walls, graffiti, minimal industrial themes which is instagrammable and great for reels and photos.

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Target Audience Pain points

• People make an effort to eat healthy, but often lack the resources, budget and knowledge for it.
• “Going out” often refers to going to fancy clubs/restaurants which is not always everyone’s preference. People need some place where they can go to hangout with their friends and family without feeling guilty later.

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Target Audience and their persona

• 21 Y/O Female, who just joined a new job in Pune.
• Likes hanging out with her friends, prefers going to cafes that have a good ambience but also great food
• Affluent and enjoys eating out

• 30 Y/O man who is well educated, health conscious and a gym freak
• Works as an economist with long working hours in Bangalore
• Is conscious about what he consumes and practices healthy eating, sometimes prefers to work out of a cafe

• 38 Y/O man who is married with 2 kids in a 2 income household in Hyderabad
• Often enjoys to spend time with his wife and kids outside but prefers eating healthy over fast food.

Subway Revised brand proposition

• To Position Subway as a premium, healthy choice for customers that promotes mindfulness and consciousness eating.
• To amp up the store ambience, to distinguish subway from other QSR’s and offer customers a unique and refreshing experience by promoting social gatherings and other in-store activities.
• Go-to choice for our TG, that lets you make healthier, feel-good choices without compromising on taste or convenience.

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USP

• To highlight on the freshness, healthiness and customizable food options without compromising on health.
• Can also introduce a curated range of mocktails and green smoothies which are fresh and healthy and go well with sandwiches, salads, wraps.
• To have a subway app which gives easy meal plans, tips to prepare healthy meals and also encourages customers to visit the store.
• Capitalize on the fresh and preservative – free ingredients and homemade breads.

Subway’s current Visual language

• Eye catching with bright yellow and green colours which indicate freshness, health and optimism
• Bold Sans Serif Fonts: Clean, modern, and easy to read.
• The S-logo with directional arrows symbolizes choice, movement, and customization.

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Subway’s proposed Visual language

• To shift the tone of the colours to dark green and warm yellow to give a more premium feel, moving Subway into a more lifestyle and health-forward space.
• Modular meal trays for wraps + salad + drink (great for dine-in/takeaway appeal).
• Dark green base with clean white type and warm yellow accents, can also have elegant illustrations in line art.

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How to reach these target audience

• Fun store activities – encourage friends to build/make each other subs, which will be an interactive activity especially for the young audience.
• Trial Promotions in store – first order gets 10% off, birthday discounts, to give reservation offers in digital apps which encourages group bookings.
• To build value and party packs 3 subs + 3 drinks = get a starter or a cookie free.
• Give corporate discounts and offers in bulk orders and corporate orders to encourage group orders and value bundles.
• A curated 3-day meal pack with subs/wraps + drinks designed for fitness/wellness.
• Special student discounts for college students to encourage student group visits.
• Let new users design their own sub + name it, Winners get it featured as “Sub of the Week” + free meals.

Launch Campaign

• Position Subway as a modern, premium, health-conscious lifestyle brand, not just a fast food chain.
• "Crafted Fresh" is about celebrating personalization with a purpose. Whether it’s what you eat or how you live, everything is better when it’s consciously crafted — just like your meal at Subway.
• A cinematic montage of diverse people building their ideal sub, showcasing students, working professionals building nutritious subways at the modern store giving a futuristic approach.
• The whole idea can be around “The world is built by choices. And so is your sub. Freshness isn’t one-size-fits-all. It’s your story. Your fuel. Your flavour. So tell it your way — Crafted Fresh.”

Idea and execution

• T-15: Cryptic hoardings which position Subway’s brand positions and communicate the brand message
• TVC/DVC which showcases how different kinds of consumers are preferring subway over any other fast food in the market.
• Deliver aesthetic tasting kits with the new premium menu + mocktail bottles + wellness goodies. Partner with: Food bloggers Fitness creators and Lifestyle influencers

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Digital and social sustenance

• Digital and Social media activation – To do influencer collaboration showcasing influencers visiting the newly revamped stores.
• A Buzzfeed-style quiz that builds your ideal sub based on your mood, goals, and taste.
• Invite customers to the “Subway Fresh Experience” weekends to try the new menu, attend “Build Your Sub” sessions, get a free health shot/mocktail and share these on social.
• Short UGC/reel-style edits of customers or influencers showing how Subway fits into their day (gym-goers, students, working professionals).
• Weekly bite sized infographics and reels that state Subway’s nutritional facts, ingredient spotlights, Mocktail introductions.

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Summary

• All in all, to reposition Subway as a premium, aspirational lifestyle brand that is accessible and also promoted mindful and conscious eating, encouraging healthy lifestyle.
• To redesign the store design that is more connected with millennials and Gen Z and encourages social and group gatherings, offering value packs and party bundles, themed in-store activities.
• Social Media: To have a strong media presence creating trendy and educational content which is shareable and savable and also resonates with the target audience.

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THANK YOU!