LEARNING FROM SUBWAY ’ S SUCCESS

Here is a vital lesson that goes hand-in-hand with the concept of achieving growth through density . At the end of the day , success is simply determined by the cold reality of revenue and profits . But profits are not ultimately determined by the sheer amount of units you build alone — concepts like return customers , positive reception and brand loyalty are all critical factors that decide whether those units you build will stick around . So it ’ s important to honestly value the people who walk in each and every one of your doors every day .

In a separate QSR Magazine piece , Fertman describes the brand ’ s path to brand recognition — and thereby success — not through the amount of stores , but what that amount of stores means in terms of the thousands of people that each location touches directly . “ Our average Subway store generates 8 – 10 jobs , which means there are about 350,000 jobs in our Subway restaurants alone ,” he said ( and considering that this statement was made in 2011 , there are thousands more locations and jobs today ). “ We then have 1,200 positions at our headquarters and regional offices . Combine that with our partners — the vendors who supply us goods , the farmers and meat manufacturers , food processing , and the equipment providers , and you begin to see that Subway cuts a wide swath . You then add in that 35,000 stores have 35,000 landlords , and each store has provided work to local contractors and builders , and it ’ s clear that Subway ’ s a far-reaching brand that goes from Detroit to New Delhi .”

Subway ’ s commitment to success through brand loyalty also threads through its longest running marketing campaign . Every consumer today who grew up exposed to advertising is aware of Jared and his story of personal success through Subway sandwiches . The 17-year partnership is successful because Jared as a person has been a positive inspiration to Subway consumers , casting the brand itself in a positive light as well and helping consumers link the Subway brand inextricably with not just its food but the people that it serves .

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