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Essay / Research Paper Abstract
This 3 page paper examines a 2005 article appearing in Advertising Age. The article concerns fast food marketing and product development with a focus on Subway. No additional sources cited.
Page Count:
3 pages (~225 words per page)
File: RT13_SA523mkt.rtf
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addresses the manner in which fast food restaurant chains market their wares and decide on product development and placement (MacArthur, 2005). The article begins by suggesting that Subway is
doing something different in trying to decipher the tastes of the consumer (MacArthur, 2005). It is asking its franchisees for help instead of trying to create and test new flavors
at a general laboratory (MacArthur, 2005). A Subway spokesman notes that the corporate office can only test about six or seven products each year (MacArthur, 2005). Another point made
is that Subways general testing method does vary from other enterprises like Burger King, McDonalds or Wendys (MacArthur, 2005). Wendys for example did expand by opening a large kitchen
facility with two culinary laboratories (MacArthur, 2005). Subway, on the other hand, has conceived of new ideas through tackling local markets instead of relying on national product launches (MacArthur,
2005). Rather than test food in a large lab it is trying to accommodate the tastes of the local residents. An example is that the Atkins program that
is aligned with Subway began in Phoenix (MacArthur, 2005). Perhaps the company discerned a larger dieting trend in Arizona and began the experiment there. At a recent franchisee
meeting, the group came up with twelve ideas for new sandwich possibilities (MacArthur, 2005). A spokesman remarked that even if some of the ideas are not appropriate
for a national launch, they may be used locally (MacArthur, 2005). The company is currently testing up to 20 products in local markets (MacArthur, 2005). Subway executives applaud this
method and claim that attention to localities is where marketing should be (MacArthur, 2005). Certainly, that is where marketing is for Subway, but it is not for other industry giants.
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