Subway Sandwiches Sales Promotion and PR Strategy
This paper presents a comprehensive sales promotion, public relations, and publicity plan for Subway Sandwiches. It examines Subway's existing promotional history — including the famous Jared weight-loss campaign and the five-dollar footlong — and proposes several new initiatives. Recommended sales promotions include a value-priced snack menu, expanded menu offerings such as smoothies and hot foods, a time guarantee for order accuracy, and pre-made "on the go" sandwiches. The PR section argues for a new spokesperson campaign targeting college students on the basis of price, convenience, and social dining. The paper also discusses creative strategies that build on the Jared model and emphasize the sub-sandwich's unique advantages over typical fast food options.
- Introduction and Existing Sales Promotions: Overview of Subway's historical promotional campaigns
- Proposed Sales Promotions: Four new promotion ideas targeting price, speed, and menu
- Public Relations and Publicity Background: Jared spokesperson campaign and its marketing impact
- PR Campaign Targeting New Audiences: College student PR strategy across time, cost, and social dining
- Creative Strategy Development: Expanding Jared model and sub-sandwich competitive advantage
- References: Cited sources for promotions and Subway history
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What makes this paper effective
- The paper moves logically from reviewing existing promotions to proposing concrete, actionable new strategies, giving the argument a clear developmental arc.
- Each proposed initiative is tied to a specific customer segment — budget-conscious students, time-pressed commuters, and social diners — demonstrating audience-centered thinking.
- The analysis of Subway's competitive positioning against McDonald's, Wendy's, and Burger King is grounded in observable market differences (fresh ingredients, no drive-through culture, no dollar menu) rather than unsupported claims.
Key academic technique demonstrated
The paper uses a problem-solution structure throughout each promotional proposal: it first identifies a perceived consumer barrier (e.g., long wait times, high prices relative to competitors), then proposes a targeted promotional remedy. This technique keeps the argument practical and shows understanding of how marketing strategy responds to consumer behavior.
Structure breakdown
The paper opens with a brief audit of Subway's historical promotions before presenting four distinct sales promotion proposals. It then transitions to a PR and publicity section anchored by the Jared case study, followed by three PR sub-campaigns organized by consumer motivation (time, cost, and social dining). A final creativity section broadens the strategic lens before the references close the paper.
Introduction and Existing Sales Promotions
In the past, Subway Sandwiches has released a series of sales promotions targeting both new audiences and current customers. For instance, the restaurant instituted punch cards that allowed the user a free sub after a certain number of subs were purchased. The company also tried a variety of pricing promotions, such as a list of six-inch sandwiches available for $2.49. Currently, the restaurant promotes its footlong sandwiches with several sandwiches available for five dollars; this was preceded by an older "Two for Tuesdays" campaign that allowed customers to purchase two sandwiches for one price (Advertising and Promotion, 2005). Although Subway's sales promotions have earned reasonably successful results, a set of innovative proposals follows.
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