How Subway Canada Is Building Back Consumer Trust

Subway was aiming to ascertain itself as a more healthy different in a fast-food panorama of greasy burgers and sugary sodas by providing sandwich choices with fresh-baked bread and greens; its slogan has been “Eat Fresh” since 2000. But previously decade, Subway—particularly within the U.S.—has skilled its justifiable share of dangerous press, together with allegations about all the pieces from the standard of its components to its disgraced spokesperson, Jared Fogle. These incidents threatened to undermine Subway’s cross-border picture as a healthful meals spot.

In 2014, gross sales began to say no attributable to competitors from different chains that launched more healthy objects, and a yr later, Subway parted methods with Fogle—who famously misplaced greater than 90 kilograms by consuming Subway and exercising—after he pleaded responsible to participating in sexual conduct with a minor and distributing baby pornography. In 2016, Subway began closing areas; between 2018 and 2019, it shut greater than 2,000 storefronts within the U.S.

And there was one other challenge: Questions in regards to the high quality of Subway’s hen arose after a 2017 CBC investigation claimed the meat was truly solely 50 per cent hen and the remainder was soy. Subway stated the claims had been “absolutely false” and sued the CBC for defamation.

The firm needed to make some adjustments, based on Lisa Mazurkewich, the pinnacle of selling for Subway Canada. “There were some trust issues,” says Mazurkewich, explaining that “misinformation and unreliable studies” referred to as into query the integrity of Subway’s components. “We took it upon ourselves as an organization to refresh, looking at a lot of things, from the quality of our ingredients to our customer service.”

In October 2021, Subway Canada launched focus teams to be taught what customers considered the model. They discovered that whereas clients nonetheless had loads of heat and nostalgia for the chain, it was time for a brand new marketing campaign to create some pleasure and spotlight the standard of its choices.

So, in early 2022, Subway Canada launched its “Eat Fresh Refresh” marketing campaign. It launched new model ambassadors, revamped menu objects, like rice bowls, and upgraded components, including Canadian cheddar cheese and smashed avocado. For spokespeople, Subway chosen a various group of athletes from throughout the nation, together with tennis star Leylah Fernandez, NHL participant Mark Messier and Olympic sprinter Andre De Grasse.

“We were looking for partners who embody a healthy, balanced lifestyle,” says Mazurkewich. All the spokespeople, besides Messier, who’s 62, are of their 20s, because the model’s intention is to goal a youthful Canadian viewers.

As a part of the marketing campaign, to emphasise the standard of its new merchandise, Subway is aiming its messaging towards Gen Z by way of Instagram, Twitch and experiential pop-ups. It can also be utilizing commercials and in-store menu boards. “We’re using as many proprietary platforms as possible to build back that trust,” says Mazurkewich, pointing to a 2022 advert with Messier.

In the 30-second spot, Messier, stationed in entrance of a fridge full of vibrant veggies in a squeaky-clean restaurant, says “fresh,” “refresh” and “refreshing” a complete of seven occasions. Subway labored with 4 companies—together with advert agency dentsuMB and Veritas Communications for social media and PR—to verify the thought of freshness got here by way of within the business. Mazurkewich says the marketing campaign has been a hit, each when it comes to gross sales and buyer response.

For corporations that have related injury to their public picture, Mazurkewich recommends they spend money on shopper analysis to totally perceive the client and their wants. Once they determine areas of enchancment, they will make adjustments. Then they will use the suitable medium—which could embody model ambassadors—to attach with their goal demographic. “We tapped top Canadian athletes, who helped us authentically tell our story,” Mazurkewich says. “Their love for the brand helped us connect with consumers.”

This article seems in print within the winter 2023 challenge of Canadian Business journal. Buy the problem for $7.99 or higher but, subscribe to the quarterly print journal for simply $40.