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Subway Relied Too Long On The $5 Footlong Promo

February 16, 2016: 12:00 AM EST
“Confused and frustrated” devotees of Subway’s submarine sandwiches recently lit up social media to protest the end of the chain’s nine-year-old $5 footlong sub promotion. The announcement of a 20 percent price hike, according to Mintel, may have estranged a huge segment of regular sandwich buyers. Nearly 60 percent of Americans patronize fast sandwich shops, and 40 percent look for value deals. (McDonald’s replaced its dollar menu with “McPick 2” last November). Mintel says Subway’s “slightly tone-deaf” announcement turned off a lot of customers who were told the $6 price was actually “a brand new deal.” Mintel says Subway relied on the promotion far too long, failing to diversify its deals by offering more premium sandwiches or a distinctive beverage program.
Caleb Bryant, "Subway Under Fire After Ending $5 Footlong Promotion", Blog, Mintel, February 16, 2016, © Mintel Group Ltd.
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