In March of 2008, Subway launched a value deal nationwide that already had explosive success in a number of the chains South Florida stores. The introduction of the $5 footlong deal across the U.S. was intended to be an answer to the $1 value menus of industry standard-bearers such as McDonalds and Wendys and a new direction for the brand in the wake of its advertising success with Jared Fogle.
Subway could never have predicted that the $5 footlong deal would turn the restaurant industry on its head. Nor could the company have known that it would help to redefine a term that was no longer just a word atop a menuboard, but a deal-breaking catchphrase of the tough economic times: value.
In March of 2008, Subway launched a value deal nationwide that already had explosive success in a number of the chains South Florida stores. The introduction of the $5 footlong deal across the U.S. was intended to be an answer to the $1 value menus of industry standard-bearers such as McDonalds and Wendys and a new direction for the brand in the wake of its advertising success with Jared Fogle.
Subway could never have predicted that the $5 footlong deal would turn the restaurant industry on its head. Nor could the company have known that it would help to redefine a term that was no longer just a word atop a menuboard, but a deal-breaking catchphrase of the tough economic times: value.
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