Subways ekspansion og branding på fastfoodmarkedet

Subway, McDonalds, Burger King, KFC and so on… How can they, and all the other famous fast food restaurants, still be on the market? How can food with a lot of fat, calories and missing taste still survive?... All traditions are different from country to country, and there isn’t much we can agree about, but one thing we can agree about is… Fast food is a hit. It’s easy, it’s cheap and it actually tastes okay. Subway has expanded a lot over the past years. They have opened a lot of new stores and opened in new countries and now with more focus on China. Subway and Fred DuLuca has a lot of plans coming up for China and for the 500 new stores in 5 years. But why all this? What is happening to the fast food market? Subway’s success has made they more comfortable and secured, and they are ready to expand.

Subway is a sandwich shop, which started in America. It all started with the, only 17 years old, boy Fred DuLuca. He wanted to earn money in his way trough college, so he asked a family friend. The family friend suggested Fred to open a sandwich shop. After they talked about it the friend said that if Fred really wanted to do this, he would be his partner. So they did and it has become a success. Today they have more than 22.000 stores in the USA. Subway is well known for their $5 footlong sandwich and for the face of Subway; Jared. Jared has lost a lot of weight by just eating subway sandwiches.Subway expands a lot. Where do they get this from? How can they still grow? Subway has done a lot of thing to get more success, to get people to know Subway and make their brand. One of the things that Subway is famous for is their $5 footlong. The $5 footlong sandwich has impressed and surprised a lot of people. But some thing that also has done them more famous is that a sandwich is a healthy alternative and they have been taken advantage of that, e.g. how Jared has lost a lot of wait by eating Subways food. They have been branding them self on how he lost a lot of wait. A sandwich is a healthy and easy alternative to fast food – an open market. A lot of people are getting more aware of health, but still like to go out and get some fast food. Subway is a healthier alternative than McDonalds, KFC and so on. When you are out and eating a sandwich you still get the same feeling as you were on McDonalds, but it’s still better for you and your body and that is what a lot of people discovers now – that can be a huge advantage for Subway. If you look at the fast food market from the whole world it’s a growth industry. It’s a market where you need to take full advantage of it’s potential. It’s a market full of opportunity and interested people. Subway has in a good way been taking advantage of it, by developing their market and opening new stores in new countries. In Denmark they have a market share on 3,3% so they are actually the 6. Biggest. China is a great, open and huge market, but one thing Subway needs to be looking at and be aware of is the food security. For China the food security isn’t that important like in other countries, like the USA. Subway needs to be careful when they open more stores in China, cause they do not want bad reputation. Even they need to be careful, it’s still a good market for them. In China they have some new possibilities and they can trey some new thing. China is a market which is different in so many things and behind in so many other things compared to the rest of the world, but some how it also the future. They know what they want and what they are doing, and a lot of people look up to the Chinese – and the same to the companies who want to expend I China. Subway is a known brand and they are already at the market, but want to expend. Subway has a great brand and is well known in most of the world. They have had a lot of success and they have had the wind on their backs. It’s has been easy for them to expend but had also had a hard time doing it, because of the different markets. The Chinese market is a good thing for them and the Chinese are ready for this kind of fast food. Subway is a great alternative and that has been one of their ways to their big success, together with Jared as a face of Subway. Subway is on the way to the top.