Marketing Currents - Business and Marketing Current Events

Subway records strongest August sales in 8 years on tails of brand refresh


Subway is drawing a direct link between the “Eat Fresh Refresh” strategy and a sales boost in the summer period, including its highest weekly average unit volume transactions in eight years. The planned multiyear overhaul touches across the chain’s business, with a menu makeover consisting of 11 new and improved ingredients, six new or returning sandwiches and four revamped signature sandwiches.

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Discussion Questions:

  1. What is branding?
  2. Why is branding important?
  3. What is a brand “refresh” as described in this news story?
  4. What is positioning?
  5. How might Subway’s brand refresh illustrate the concept of positioning?
  6. How is Subway positioning the brand as part of the refresh?
  7. What are sales?
  8. Why are sales important to a company like Subway?
  9. What are some ways companies like Subway can increase sales?
  10. Why do you think the brand refresh resulted in a sales increase?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.