The Marketing Secrets of SUBWAY
What does Subway have that you True. But they didn’t when they
don’t? And how can you get it? started out. They scrambled just like
In 2005, Subway signed on 900 new you. Their budget was just as tight…
franchise owners and opened 2400 maybe tighter. They had to balance the
conflicting challenges of running their
new units, bringing their total domes-
own operations, supporting their new
tic locations to 20,000.
franchisees, and competing for new
What does Subway have that you
franchise owners, just like you do.
don’t? Most likely: Awareness. Valida-
The good news is, you don’t have to
tion. And Momentum.
add 900 new franchisees this year. You
Awareness. People buy Subway don’t need to open 2400 locations just
franchises because they know about to keep pace with last year. How many
the Subway franchise opportunity. new franchisees do you need to jump
Subway has built unrivaled awareness start your franchise program? How
of their franchise program. Ever since many new units do you need to open
their franchise program was launched to get your momentum, and cash flow,
in 1974, Subway has relentlessly pro- to the next level?
moted their franchise opportunity: on At this very moment, in the towns
napkins, cups, news releases, ads, you have targeted for expansion, future
newsletters and magazine covers. franchise owners are researching which
Validation. People buy Subway franchise opportunity they should
franchises because they see that a lot of open. Odds are, they’ll end up opening
Y o u v s. S u b w a y others have deemed Subway a credible a Subway, a Quiznos, a Curves, a
UPS Store, a Jackson Hewitt Tax Ser-
opportunity. They see the Subway fran-
Is your franchise opportunity better than chise regularly featured in the pages vice, a Dunkin Donuts, a Jani-King, a
Subway’s? and on the covers of franchise and busi- RE/MAX Int’l, a 7-11 or a Liberty Tax
ness opportunity magazines. Subway Service...unless you give them a reason
Does your concept generate higher sales? to choose otherwise.
has gained immeasurable credibility
Greater profits? If your franchise is as good as you
by being named as Entrepreneur mag-
think, you can beat the odds if you do
Do you provide a higher level of support? azine’s #1 franchise for the past 14
what it takes to create awareness, gain
years in a row.
More personal service? validation, and start building strong
Momentum. People buy Subway momentum.
Does your franchise chain have greater
franchises because 899 others are buy- Want to know how to build aware-
potential for future growth?
ing Subway franchises. Success breeds ness, validation and momentum for
Then why, in 2005, did 900 new domestic success. Would-be franchisees want to your franchise opportunity, even with a
franchise owners choose the Subway be associated with a company that’s a limited budget? Send me an email with
franchise over yours? What does Subway winner and the comfort of knowing a brief overview of your franchise
have that you don’t? that they are not alone in their decision. opportunity and growth goals, and I’ll
And how can you get it? “Sure… and Subway’s got a huge share some of the proven strategies of
ad budget and over 20,000 stores.” high-growth franchisors.
IdeaFarm is the leading
brand development and
marketing firm specializing IdeaFarm ®
Sean Kelly is president of IdeaFarm® (www.IdeaFarm.net), a leading
in franchise growth. brand development and marketing firm, and is the founder of
www.IdeaFarm.net FranchiseMarketing.com. Email him at info@IdeaFarm.net. For free
franchise marketing information, visit www.FranchiseMarketing.com.