Introduction

Subway has been a dominant player in the fast food industry for decades. However, in recent years, the brand has faced several challenges that have tarnished its image and weakened its market position. From the Jared Fogle scandal to the bread and tuna controversies, Subway's reputation has taken a hit, leading to brand fatigue and a loss of customer trust.

This blog post explores Subway's branding challenges and strategies the brand can use to reposition itself for success.

Brand History and Milestones

Subway was founded in 1965 by Fred Declua and Dr. Peter Buck in Bridgeport, Connecticut. The brand's early success stemmed from its freshly-made, customizable, and affordable sandwiches. However, Subway's aggressive expansion strategy resulted in franchise saturation, intense competition, and quality control issues. Despite these challenges, the chain expanded its footprint, opening franchise stores in every corner of the globe.

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Subway's iconic spokesperson, Jared Fogle, was once a symbol of the brand's commitment to healthy eating. Unfortunately, his fall from grace due to sexual abuse charges dealt a significant blow to Subway's reputation.

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Brand Claims and Challenges

Subway's brand claims have always emphasized the quality, safety, and taste of its food. However, recent controversies have put these claims into question. The bread scandal, in which an Irish court ruled that Subway's bread could not be defined as such due to its high sugar content, raised concerns about the brand's commitment to healthy eating. Similarly, the tuna controversy, in which independent lab tests found no trace of tuna DNA in Subway's tuna sandwiches, cast doubts on the brand's ingredient quality and sourcing practices. These challenges represent a pragmatic legitimacy issue that Subway must address to restore its brand image and regain customer trust.

Brand Re-Positioning Strategies

To position itself for success, Subway must focus on three key factors: understanding customer goals, differentiating from competitors, and showcasing brand capabilities. This requires Subway to understand the needs and aspirations of its target customers, offer unique and compelling value propositions that differentiate it from its competitors, and demonstrate the brand's ability to fulfill its promises through consistent and high-quality service.

New Brand Purpose and Positioning Statement

Subway's new brand purpose is to make healthy food the norm. They aim to offer a wide range of fresh, made-to-order meals that are low-fat, high in protein, and made with honest ingredients. The new positioning statement for Subway is: "For health-conscious families, Subway offers a wide range of fresh, made-to-order meals that are low-fat, high in protein, and made with honest ingredients. This commitment nurtures and delights customers, while also promoting health and well-being.”

Subway can use the polarity method to create unique positioning statements that differentiate itself from competitors. Two examples of such statements are "Honest fast food" and "Healthy yet tasty." The first emphasizes Subway's commitment to transparency and honesty in ingredient sourcing and preparation. The second highlights the brand's ability to offer healthy food that is also delicious and enjoyable.

Brand Personality

Subway's brand personality should be approachable, positive, and creative. The company should strive to be available anytime and anywhere, providing a positive experience for customers and inspiring creativity in their sandwich choices.

Brand Design and Interiors

Subway's branding and interior design should reflect its new brand purpose and positioning. The new interiors should be more spacious, brighter, and family-friendly. To create a more inviting atmosphere, consider adding lounge sofas that make it easier for parents to interact with their children. Adding branding elements such as yellow, green, arrows, and curves can also make the space more visually appealing and memorable.

Conclusion

To conclude, branding is a critical aspect of any business strategy that should not be overlooked. It is not only about creating a logo or tagline; it is also about creating a unique identity that resonates with the target audience. A strong brand can build trust, loyalty, and emotional connections with customers, ultimately leading to increased revenue and growth for the business. By investing time and resources into developing a strong brand strategy, businesses can set themselves apart from competitors and create a lasting impact in the minds of their customers.

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