I was quite surprised to see that in the "Marketing" (UK) annual brand popularity survey, Subway is the 2nd most-loved fast food brand in the UK. OK, it's also the 4th most-hated, but the love:hate ratio is rather healthier than that of poor old McDonald's.
The growth of Subway in Germany has been of great interest to me as, back in the late 90s, when I came over here, I thought that it would be a cracking business idea to establish a Pret-a-Manger-style sandwich/filled rolls chain in Germany. And it was around this time, in 1999, that Subway opened their first franchise in Berlin.
I wouldn't have put my money on Subway in Germany, to be honest. I am quite surprised that a country where the bread is so varied and tasty has taken to Subway's offering. And I did also anticipate something of a Starbuck's effect where maybe people wouldn't be prepared to shell out quite so much money for something really quite basic.
But it seems that I have been wrong: Subway have over 400 outlets in Germany and the expansion doesn't seem to be slowing down. So, respect where respect is due. I guess they must have done their market research. But give me a yummy slice of Bauernbrot mit Hausmacherleberwurst any day!
In praise of passive planning
1 month ago