Quickly Foods Sector Forecast – The Subway Case in point of Strategic Merchandise Positioning


The United States quick food stuff market has witnessed a healthy increase in progress in the last three a long time which forecasts can be sustained. The quick foods industry is forecast to sustain its present-day development anticipations, with an expected Compound Once-a-year Growth Rate (CAGR) of 2.3% for the 5-yr period 2005-2010. This is predicted to push the marketplace to a value of $57.6 billion by the conclusion of 2010. Drivers of advancement contain rising figures of People in america in the place of work, which cuts down the sum of time expended on getting ready foods at residence. In 2010, the United States quick food stuff sector is forecast to have a benefit of $57.6 billion, an raise of 12.1% considering that 2005.

Forecast Volume

In 2010, the United States speedy food stuff market place is forecast to have a volume of 37 billion transactions (Determine 1). This represents an improve of 5.3% considering that 2005. The CAGR of the market place quantity in the period of time 2005-2010 is predicted to be 1%.

Success Elements

Success aspects for fast food items franchisees will incorporate products and solutions and advertising focused to more healthy menu options, model regularity, very low commence-up expenditures, franchisee help, and consumer ease. Subway ® signifies a poignant instance of a fast food franchisee ready for achievements in the future quickly foods marketplace. Their approaches transcend the rapid foods industry and apply to lots of other markets and merchandise.
SWOT Analysis

Subway sandwich shops are nicely positioned to leverage their strengths and handle reasonable threats, weaknesses, and prospects. The desk below highlights these Strengths, Weaknesses, Possibilities, and Threats.


  • Sizing and quantity outlets and channels
  • Menu reflects desire for new, healthy and rapidly.
  • Use of non-regular channels.
  • Partnering with the American Heart Association.
  • Worldwide brand name recognition.
  • Customizable menu offerings.
  • Very low franchisee start off up fees.
  • Franchisee teaching is structured, temporary and designed to guarantee fast start off-up and achievement.


  • Décor is outdated.
  • Some franchisees are unsatisfied.
  • Assistance supply is inconsistent from shop to retail store.
  • Personnel turnover is substantial.
  • No handle in excess of franchise saturation in presented market parts.


  • Carry on to Increase Worldwide Business.
  • Update décor to encourage additional dine-in business enterprise.
  • Strengthen Consumer Support Design.
  • Carry on to develop channel options to include function wagons.
  • Strengthen franchisee relations.
  • Experiment with drive-by business.
  • Grow packaged dessert choices.
  • Go on to revise and refresh menu offerings.
  • Produce extra partnerships with film producers and toy companies to market new film releases by means of children’s menu packaging and co-branding prospects.


  • Franchisee unrest or litigation.
  • Meals contamination (spinach).
  • Competitors.
  • Curiosity Costs.
  • Financial downturn.
  • Sabotage.
  • Law Fits.

Aggressive Assessment

Subway is not with out competitive pressures. Chief rivals consist of Yum! Brand names, McDonalds, Wendy’s, and Jack in the Box. Yum! Models are the world’s major, with 33,000 dining places in in excess of 100 nations around the world. 4 of the company’s highly recognizable brands, KFC, Pizza Hut, Very long John Silver’s and Taco Bell, are world wide leaders of the Mexican, chicken, pizza, rapid-service seafood groups. Yum! has a workforce of 272,000 staff and is headquartered in Louisville, Kentucky.

McDonald’s Corporation (McDonald’s) is the world’s premier foodservice retailing chain with 31,000 fast-food stuff dining places in 119 nations around the world. The firm also operates restaurants below the manufacturer names ‘The Boston Market’ and ‘Chipotle Mexican Grill’. McDonalds operates mostly in the US and the British isles and is headquartered in Oak Brook, Illinois employing 447,000 individuals.

Wendy’s Intercontinental (Wendy’s) operates three chains of speedy food eating places: Wendy’s (the third greatest burger chain in the entire world), Tim Horton’s, and Baja Fresh new. Wendy’s operates in excess of 9700 eating places in 20 international locations, has been bundled in Fortune magazine’s checklist of major 500 US organizations, is headquartered in Dublin, Ohio, and employs about 57,000 folks.

Jack in the Box owns, operates, and franchises Jack in the Box quick-support hamburger dining establishments and Qdoba Mexican Grill rapidly-casual dining places and is headquartered in San Diego, California.

Focus on Marketplaces

The increase in revenue of the sandwiches has been a consequence of decreases in shopper fascination in hamburgers and fries and increases in need for healthier choices. Product sales of sandwiches are growing 15 per cent yearly, outpacing the 3 percent product sales expansion level for burgers and steaks.

Current Marketing and advertising Plan

A new breed of restaurant is creating huge gains from the sector-saturated hamburger institutions. Termed “fast-casual,” these dining places are dominated by Mexican chains, and sandwich dining establishments featuring fresh-baked breads and specialty sandwiches.

Responding to evolving buyer expectations for health and fitness, new, custom made-built sandwiches Subway’s internet marketing system addresses these anticipations as a result of a quantity of approaches. The most notable were the television commercials featuring Jared. These commercials emphasize the healthy facets of a Subway sandwich by highlighting the 245 kilos Jared missing by ingesting a Subway sandwich diet program. Subway also markets as a result of a nationwide sponsorship in functions these kinds of as American Coronary heart Association Heart Walks and neighborhood activities this sort of as triathlons, and kid’s athletics groups.

The Subway case in point signifies advertising and marketing and solution techniques that are basic illustrations of concentrating on market demand from customers, consumer trends, product leveraging, and innovation. The internet marketing strategies of producing obvious brand recognition, model and solution association, and marketplace demands, have strategically positioned Subway to progress sector share into the near long run. These marketing and advertising procedures are also repeatable essential promoting approaches transcending the quick foods market. Does your advertising and marketing method bind model recognition to solutions that aid your market’s upcoming route?


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