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Subway Says That Health Defines Them Well

Subway has a long-standing healthy image for its wholesome menu items and custom preparation approach. In fact, the chain was recently named the top quick-serve for health-conscious consumers. QSRmagazine.com reports on how that healthy impression impacts the company’s marketing directly from Tony Pace, senior vice president and chief marketing officer of the Subway Franchisee Advertising Fund Trust.

“It’s always been a part of who we are. The expectation on the part of consumers is that you’re continuously trying to improve your health offerings, which we are,” says Mr. Pace. “I would say it’s as important, if not more important, than ever before.”

He explains that Subway uses the element of surprise in its marketing by telling people that they don’t have to sacrifice taste for health since their menu offerings are both flavorful and low in fat.

The franchise’s partnerships with recognized health organizations also play a role in their marketing message. “From our viewpoint, it’s always good to be working in concert with the practitioners of health, because they can always add their perspective, which frankly helps us as we think about the next level of thing that we need to be doing,” he says.

Mr. Pace admits that different regions of the country differ on their health focus, but finds that teenagers and kids are more health-conscious than their elders, regardless of geography. This bodes well for the future of the franchise and shows that their marketing message is in sync with the customers of today and tomorrow.

Read more about this franchise’s marketing success at QSRmagazine.com.

MDG Advertising is a full-service South Florida advertising agency, with offices in Florida and New York, that specializes in developing targeted franchise marketing solutions, exceptional online executions, and solid branding and media buying strategies that give franchises a real competitive advantage. MDG Advertising handles creative, media, and interactive marketing for Coverall, one of the world’s leading commercial-cleaning franchising companies, with a global network of more than 90 support centers and 9,000 franchisees.

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