The SUBWAY brand’s system ensures franchisees get the support they need when starting their new venture
In August 2013 the SUBWAY brand opened its 40,000th store worldwide at an Applegreen petrol station in Ipswich, Suffolk. The milestone illustrates the strength and consistent growth of the SUBWAY brand, which now has stores in 103 countries.
The SUBWAY brand is one of the UK and Ireland’s most popular franchise opportunities, with over 1,650 stores in the UK and Ireland. SUBWAY stores are not limited to typical high street locations, with increasing demand being found in non-traditional locations such as petrol forecourts, convenience stores and universities. In the UK and Ireland there are currently over 300 stores open or in development in non-traditional locations.
Adaptable approach
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There is an adaptable approach to the size and physical layout of SUBWAY stores. A dedicated store design team provides floor plans for each location. Outlets can be as small as 350 sq ft and still carry the full range of products, maximising sales throughout the day, while managing wastage at less than one per cent. The format also means staff levels can be increased at peak times and downscaled during quiet periods. Unlike traditional food outlets, there is no need for grills or fryers in a SUBWAY store.
The SUBWAY brand prides itself on the quality and innovation of its product, alongside offering choice and value.
THE SUBWAY LUNCH is a fantastic value offer that is available all day every day. Customers can choose from a range of freshly made six-inch subs or flatbreads and any regular drink for just £3. To complement this, the SUBWAY brand has also introduced the £2 breakfast value offer, which includes a great range of tasty six-inch breakfast subs and flatbreads and a coffee from just £2.
As well as offering its customer’s great value, the SUBWAY brand is committed to encouraging a healthier, more active lifestyle. At the core of the SUBWAY offering is its low fat range of subs, flatbreads and salads. All six-inch subs and flatbreads contain one of the recommend five portions of fruit and vegetables a day when customers choose the standard salad items. The SUBWAY brand’s bread is high in fibre and an excellent source of calcium and vitamin D. The Kids’ Pak has also been reformulated to make it lower in calories and with the option of choosing both the BEAR Pure Fruit Yoyo and Capri Sun Fruit Crush children get two of their five a day.
To support the Kids’ Pak promotions, the SUBWAY brand has partnered with Disney, supporting movies such as Monsters University and Planes, with more collaborations to follow in 2014.
Customer experience is paramount to franchisees and in order to continually measure customer satisfaction and in-store experience the SUBWAY brand runs a consumer survey programme called TellSubway. Employees encourage customers to take part in the survey by drawing their attention to the back of their till receipts, where details explain how they can earn a free cookie by leaving feedback on their experience at the TellSubway website. This site is mobile optimised and in-store point of purchase material with QR codes enable customers to take the survey instantly.
Over the years the SUBWAY brand has always provided better choices to its customers as an established nutritional leader in the quick service restaurant industry. It is important to SUBWAY that it provides accurate nutritional and dietary information to customers, so they can make informed meal choices. SUBWAY stores are a committed partner of the UK government’s Public Health Responsibility Deal and the only QSR to have endorsed all of the relevant nutrition related pledges:
* Salt reduction.
* Artificial trans fats removal.
* Out of home calorie labelling.
* Calorie reduction.
* Increase fruit and vegetables.
* Saturated fat reduction.
Robust processes
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As well as a popular product offering, the SUBWAY brand has developed a franchise system that is both efficient and effective, ensuring all franchisees get the support they need when starting their new venture. This support system and the robust processes of operation are some of the key strengths behind the success of SUBWAY® stores worldwide:
* Regional development agents have specific experience in opening and developing SUBWAY franchises and offer support and assistance to franchisees with site selection, leasing and operations.
* Each franchisee receives a comprehensive two-week training course at the SUBWAY training centre in Cambridge. There is ongoing support to keep franchisees and staff continually informed of all the latest information and operational updates.
* The University of SUBWAY offers simple to follow interactive training and development for franchisees and their staff.
* Regular franchisee conventions are held to keep them up to date with best practice and offer a chance to meet with SUBWAY staff and fellow franchisees.
* Franchisees in the UK and Ireland actively participate in the running of the franchise advertising fund. National and regional advertising boards are elected each year. The board members are elected franchisees who serve to make marketing decisions and ensure funds are used to benefit all franchisees equitably.
* A franchisee owned purchasing company manages the purchase and supply chain activity for all food, packaging, equipment and services in the UK, Ireland and other European countries. The purchasing company manages over £1.5 billion worth of contracts on behalf of franchisees, enabling them to gain from the financial/service discounts that come from purchasing and supplying product in large volumes.
Fantastic year
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Trevor Haynes, area development manager for the SUBWAY brand in the UK and Ireland, says: “2013 has been a fantastic year for the SUBWAY brand, with milestones such as the 4,000th store opening in Europe, the 40,000th store opening worldwide, product launches including the breakfast range and the announcement of new store openings across the UK and Ireland.
“In 2014 the SUBWAY brand will continue to focus on opening stores in a wide variety of locations across the UK and Ireland, encouraging entrepreneurs to take the next steps to becoming a SUBWAY franchisee and working within local communities to provide a high quality, quick service food offering.”
The popularity of QSRs within the UK and Ireland has continued to grow, despite the economic difficulties of recent times. The SUBWAY brand is continuing to expand and is actively seeking new franchisees.
