Subway ANZ launches "Eat Fresh, Feel Good" platform

The new brand platform aims to enhance customer experience and emotional connection.

Subway New Zealand has introduced its brand platform, "Eat Fresh, Feel Good," to revitalize its brand identity and deepen customer engagement. 

Rodica Titeica, Subway's Director of Marketing for ANZ, emphasized the platform's significance as a "north star" guiding the company's initiatives throughout 2024.

Titeica explained that "Eat Fresh, Feel Good" transcends being merely a tagline; it embodies the company's core principles, driving its operations and branding efforts. This initiative aims to align more closely with contemporary consumer expectations and demands. 

“If we lean back on the consumer insights and research, we know what we're strong in terms of the eat-fresh offering, and being the better ‘for you’ brand, and we're really proud of that,” she said.

She added that the focus on guest experiences is a response to consumer research indicating a need for Subway to meet customers "where they are." This involves not only maintaining the brand's commitment to health and freshness but also enhancing accessibility, convenience, and emotional resonance. 

Titeica outlined Subway's strategy to immerse itself in the cultural and interest spheres of its consumers, whether through sports, arts, or significant cultural moments, thereby fostering a deeper, more meaningful connection with its audience.

“And so we're not about to be putting down lots of new restaurants, we will be looking at other growth opportunities. Things we call non-traditional opportunities,” she said.

The company is also innovating its service model to address convenience and efficiency which are the key aspects of the quick-service restaurant sector. Initiatives include digital enhancements to the customer experience, such as improved mobile apps, loyalty programs, and the introduction of kiosks.

“So everything, [from] the CRM that houses all of our customer data and insights so that we can get to know our customers better and tailor their offerings, to a new app enhanced loyalty program, the introduction of kiosks. It's an entire roadmap that will take us through over the next five years and beyond,” she said.