PR Team: Harrison Cowley
Campaign: Relationship-building UK tour
Timescale: 28-29 March
Budget: Part of retainer fee
Subway has grown through franchise into a pounds 3.5m company, with
nearly 15,000 restaurants in 76 countries. It is now the world's second
largest fast food chain.
Subway aims to match the number of outlets of the biggest restaurant
chain in each country it operates in. It has a major expansion planned
for the UK and Ireland.
Subway recognised that it needed to define and establish its franchise
offer with target audiences in the UK in order to inject some impetus
into the growth of the business. Although Subway is well known outside
the UK, here it is only recognised locally.
To support and enthuse existing franchise holders. To communicate the
franchise offer to potential investors, and target other audiences, such
as suppliers and the media. To inform and motivate the franchise
opinion-formers and to boost the brand's profile in the UK.
Strategy and Plan
Subway president and founder Fred DeLuca undertook a two-day
relationship-building UK tour. The tour combined one-to-one media
briefings with seminars.
An in-depth briefing document was produced for DeLuca. The document
included: information on demographics, politics, economy and recent news
issues such as foot-and- mouth and a National Audit Office report on UK
Market information was also provided.
Measurement and Evaluation
Despite a 24-hour tube strike in the middle of the tour, interviews were
set up with Sky News, CNN, The Independent, The Economist, The Grocer,
Marketing, Franchise World and Franchise Magazine. A meeting was also
set up with the chairman of the British Sandwich Association and
DeLuca's seminar presentation was seen by key suppliers, Subway
development agents, and banks' franchise departments.
Within two working days, the number of calls to the franchise enquiry
line had increased by over 100 per cent. A franchise advertising
campaign started on 19 March.