Report

But it is a mistake to think that things go smoothly in the company. Subway strategies sometimes prevent themselves and sometimes bright and showy positioning does not correspond the real possibilities. Since last year the company has been losing its profit because of the clients’ jumping to other brands. Clients now are tired of sandwiches, even individually oriented. Moreover, some dyes, additives and preservatives still stay in the menu of Subway to make the dishes more attractive. It is a worldwide practice, people are used to it and now one can hear an opinion that even GMO is safe. But on the background of healthy strategy and naturalness such things are unacceptable. If people find out the real presence of artificial additions in so-called healthy products, they can go away and never return. Subway now suffers these consequences. Another problem lies under the disparity of the business strategies to each other. The maximization of quantity is in practice impossible without the loose of quality. It is really a tough problem to keep the giant chain of restaurants always fresh. The help of preservatives turns into the contradiction with the main idea of the business: health and naturalness. The circle seems to be full. But now the top management of the company works on the ways to overcome these problems. First, it decided to completely remove all the preservatives and dyes from Subway food. Time will tell, how it will affect the costs of materials, supply speed, coherence of the system operation and profit margin.

To sum up, Subway intends to penetrate everywhere. To win markets, it uses such instruments as health, high quality and freshness, individual approach to the client and franchise opportunities with the elements of mentoring, which becomes more and more popular in the world. But in my opinion some changes should be made. It is really a good work to position itself as a healthy restaurant as healthy way of life is extremely popular now. But such an eatery should totally exclude any artificial additions from the products. It won’t be a disaster: if the ingredients are really fresh and of high quality, they look pleasant and attractive and smell tasty without any additional dyes and flavourings. After that, a strict controlling system should be introduced in the net, with KPIs or other assessment methods, reports, tests, meetings, vebinars, full-time tests and other similar measures.. It will allow to quickly monitor the compliance of quality standards and maintain the whole giant chain reliable.








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