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Fast Food Market Forecast – The Subway Example of Strategic Product Positioning

Fast Food Market Forecast – The Subway Example of Strategic Product Positioning

The United States quickly foods market has observed a wholesome increase in advancement within just the final a few many years which forecasts can be sustained. The quick food stuff current market is forecast to keep its latest expansion anticipations, with an expected Compound Annual Development Charge (CAGR) of 2.3% for the 5-12 months period 2005-2010. This is expected to travel the industry to a value of $57.6 billion by the finish of 2010. Drivers of advancement consist of raising figures of Us citizens in the office, which cuts down the total of time invested on making ready foods at household. In 2010, the United States quick foods market place is forecast to have a price of $57.6 billion, an boost of 12.1% considering the fact that 2005.

Forecast Quantity

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

Accomplishment Things

Success things for speedy food items franchisees will contain goods and promoting specific to much healthier menu alternatives, brand name regularity, lower start off-up prices, franchisee guidance, and buyer ease. Subway ® signifies a poignant instance of a quick meals franchisee all set for results in the long term quick food current market. Their procedures transcend the speedy food stuff market place and apply to a lot of other markets and solutions.
SWOT Evaluation

Subway sandwich outlets are properly positioned to leverage their strengths and deal with reasonable threats, weaknesses, and options. The table beneath highlights these Strengths, Weaknesses, Alternatives, and Threats.


  • Sizing and amount outlets and channels
  • Menu displays need for fresh, healthful and quick.
  • Use of non-traditional channels.
  • Partnering with the American Heart Affiliation.
  • Around the world brand recognition.
  • Customizable menu choices.
  • Low franchisee start up expenditures.
  • Franchisee training is structured, transient and developed to assure rapid commence-up and achievement.


  • Décor is outdated.
  • Some franchisees are disappointed.
  • Assistance delivery is inconsistent from shop to keep.
  • Employee turnover is large.
  • No command over franchise saturation in supplied marketplace places.


  • Keep on to Increase World-wide Business.
  • Update décor to inspire much more dine-in organization.
  • Make improvements to Purchaser Services Model.
  • Keep on to increase channel prospects to include things like event wagons.
  • Make improvements to franchisee relations.
  • Experiment with drive-by way of enterprise.
  • Extend packaged dessert offerings.
  • Proceed to revise and refresh menu offerings.
  • Acquire additional partnerships with movie producers and toy brands to encourage new movie releases by way of kid’s menu packaging and co-branding possibilities.


  • Franchisee unrest or litigation.
  • Food items contamination (spinach).
  • Competition.
  • Curiosity Expenses.
  • Economic downturn.
  • Sabotage.
  • Regulation Fits.

Competitive Assessment

Subway is not without aggressive pressures. Main rivals involve Yum! Brands, McDonalds, Wendy’s, and Jack in the Box. Yum! Brands are the world’s major, with 33,000 dining places in over 100 international locations. Four of the company’s remarkably recognizable manufacturers, KFC, Pizza Hut, Extensive John Silver’s and Taco Bell, are world wide leaders of the Mexican, chicken, pizza, swift-provider seafood types. Yum! has a workforce of 272,000 staff and is headquartered in Louisville, Kentucky.

McDonald’s Corporation (McDonald’s) is the world’s greatest foodservice retailing chain with 31,000 fast-meals dining places in 119 countries. The organization also operates restaurants below the manufacturer names ‘The Boston Market’ and ‘Chipotle Mexican Grill’. McDonalds operates mostly in the US and the United kingdom and is headquartered in Oak Brook, Illinois employing 447,000 individuals.

Wendy’s Global (Wendy’s) operates 3 chains of rapid food stuff eating places: Wendy’s (the third largest burger chain in the world), Tim Horton’s, and Baja Fresh new. Wendy’s operates about 9700 dining establishments in 20 nations around the world, has been bundled in Fortune magazine’s listing of major 500 US organizations, is headquartered in Dublin, Ohio, and employs about 57,000 individuals.

Jack in the Box owns, operates, and franchises Jack in the Box speedy-assistance hamburger dining establishments and Qdoba Mexican Grill speedy-everyday dining places and is headquartered in San Diego, California.

Target Markets

The maximize in revenue of the sandwiches has been a result of decreases in client curiosity in hamburgers and fries and raises in desire for more healthy solutions. Revenue of sandwiches are escalating 15 % yearly, outpacing the 3 percent sales expansion fee for burgers and steaks.

Current Advertising System

A new breed of cafe is creating large gains versus the marketplace-saturated hamburger establishments. Termed “quick-relaxed,” these places to eat are dominated by Mexican chains, and sandwich restaurants featuring fresh new-baked breads and specialty sandwiches.

Responding to evolving shopper expectations for well being, fresh, custom-produced sandwiches Subway’s internet marketing application addresses these expectations by a range of strategies. The most noteworthy were the tv commercials featuring Jared. These commercials emphasize the healthy features of a Subway sandwich by highlighting the 245 pounds Jared misplaced by taking in a Subway sandwich diet plan. Subway also marketplaces as a result of a national sponsorship in gatherings this sort of as American Coronary heart Association Coronary heart Walks and neighborhood events this kind of as triathlons, and kid’s sports activities teams.

The Subway case in point represents marketing and item procedures that are classic examples of focusing on sector desire, purchaser traits, solution leveraging, and innovation. The promoting approaches of creating clear brand name recognition, brand name and product affiliation, and industry demands, have strategically positioned Subway to progress sector share into the near foreseeable future. These advertising and marketing techniques are also repeatable essential promoting strategies transcending the quick food current market. Does your promoting technique bind manufacturer recognition to goods that assist your market’s long run route?