Subway talks about their goal to be the #1 Quick Service Restaurant Chain in every market they serve
How are they going to get there? Find out in this interview with their Regional Marketing and Profitability Manager, Ben Miles as he talks about their promotion of "Healthy Weight Week" an initiative of the Dietitians Assoc. of Australia as well as their digital marketing initiatives.
QSR Media: Will you be promoting "Healthy Weight Week" to the public, if so how?
Ben Miles: Subway® Restaurants are known for our healthier options, which we promote regularly. Recently, we launched an online nutritional calculator that helps customers determine the nutritional information for their own customised sandwich; this tool has proven to be really popular. Our goal is to provide customers with the information and food options necessary to make informed meal choices for a healthier lifestyle, and this fits in line with "Healthy Weight Week", which raises awareness of the importance of achieving and maintaining a healthy weight and a healthy lifestyle. We’re also encouraging our fans to get behind healthy weight week via our Facebook page.
QSR Media: Subway was one of the first QSR's to introduce the KJ counters on menu boards, has it made a difference to what your customers are ordering?
Ben Miles: The Subway® System has rolled out KJ Menu Boards to our Restaurants throughout Australia. We believe KJ Menu Labeling is an extension of what we already have been doing for a number of years – providing information to our customers so that they can make informed meal choices. Customers can also find nutritional information on our website, cups, napkins, counter displays, store brochures, and we operate 1800 Free Call Number (1800 630 355) for customers to seek additional information on nutritional values, as well as an interactive online nutritional calculator. Due to our history of openly providing nutritional information in a number of ways, we believe customers have come to expect healthier options from Subway® Restaurants for a number of years.
QSR Media: More and more QSR's are moving towards "healthy options" ranges, what difference to you think this is making to Subway and do you think it is changing the way Australian's think of fast food?
Ben Miles: SUBWAY® Restaurants are proud to provide customers with better-for-you options that offer choice, and we have been doing this for a long time. Our healthier options have resonated with customers, and these items are some of the most popular on our menu. Our point of difference is that we offer the opportunity for you to have a sandwich or salad, with plenty of vegetable and salad options, made just the way you like it, freshly prepared right before your eyes. Our customers understand this point of difference when comparing us to other options.
QSR Media: Subway did a trial of SMS ordering at Rouse Hill, has this been successful?
Ben Miles: The Subway® Brand is currently investigating a number of digital options worldwide, including SMS programs. In Australia, we started the incredibly popular 'Subway Eat Fresh® Club' over a year and a half ago, of which we already have over 150,000 members (and growing every day). The Subway Eat Fresh® Club rewards our most loyal customers. As a member you'll automatically receive a Free SUBWAY SIX-INCH® Sub and Drink on your birthday along with special offers from your local stores from time to time via email and /or SMS, and you can 'Like' us on Facebook. We are very excited with the success of this program which helps us reward our valued customers.
QSR Media: Subway currently has around 1200 stores, do you think there is scope for much more?
Ben Miles: The SUBWAY® chain continues to grow and expand. In February of 2011, we became the world’s largest restaurant chain, in terms of number of locations. During the previous year, the SUBWAY® chain opened more than 2,147 new individually owned and operated locations in 67 countries around the world. We continue to look for opportunities in every market, and our small footprint enables us to open in many locations that other Restaurant Chains cannot. Included among the new openings from the previous year were more than 550 non-traditional locations, which brings the SUBWAY® concept closer to customers in places, such as airports, amusement parks, university campuses, office buildings, and hospitals, that you might not normally expect to find a brand name restaurant. We will continue to expand and look for new opportunities throughout Australia.
QSR Media: What are some of the goals Subway has for the year?
Ben Miles: Our goal this year are the same as every year – to continue to delight our customers. Our overall goal is to be the #1 Quick Service Restaurant Chain in every market that we serve.
