Five Dollar Footlongs: the History of Subway’s Game-Changing Promotion
It’s hard to imagine
Subway without Five Dollar
Footlongs, but it was just 2008 (almost 35 years after the brand began franchising) when the sandwich franchise introduced its now-ubiquitous promotion nationwide. A combination of lucky timing and infectious
marketing made the chain’s sub sandwiches earn a place in the ranks of
America’s top fast food items.
The origin of the $5 footlong sandwich traces back to 2004, when an owner of two Subway franchises within the Jackson Memorial hospital in Miami, FL noticed that sales were slow on weekends. Stuart Frankel began selling foot- long sandwiches for $5 on weekends and saw that sales shot up almost immediately without him having to sell the subs at a loss. It was perfect timing: the promotion started just as the economic downturn hit Florida’s economy, and frugal consumers raised his sales volume. The $5 footlong deal became so popular that two other nearby Subway stores started offering it.
In another stroke of luck, the $5 footlong sandwich deal grew in popularity at the same time the nationalSubway franchise was searching for a new ad campaign to replace the decade-old Jared Fogle commercials, as well as competing with other fast food chains' dollar menus. In March 2008, Subway began offering the Five Dollar Footlongs as a short-term promotion to end in May, but since it was so successful, Subway made it a permanent staple of its value menu in one form or another.
The advertising campaign for Subway’s Five Dollar Footlongs wasn’t luck, but sheer campy genius. The first commercials were nonsensical and highly literal, but drilled “$5” and “one foot-long” into customers’ brains. The jingle, “five, five, five dollar foot long…” was an instant hit as the commercials repeated the phrase as many times as could be crammed into a thirty second spot. A lesson in viral marketing: the commercials were so fun and catchy that they spawned various internet parodies and fans’ versions. The purposely low-brow TV commercials and infectious jingle may have been as instrumental to the success of Subway as the $5 deal itself.
Getting Started - What is a Franchise
Most of you are probably already familiar with franchises. You may even patronize a variety of franchised businesses without realising that they are franchises. These businesses range from car servicing and financial services to yogurt and home repairs. According to the International Franchise Association(IFA) franchises employed nearly 9,000,000 Americans in 2015 and generated nearly $880 billion. Franchising is difficult to escape.
The first point I made ties into this, but you need to make sure you’ve done your research before you go ahead and sign a franchising agreement. And that doesn’t just mean from a financial perspective. There are so many other aspects in running a franchise that you need to understand before you get started. Most of this information can be found in the Franchise Disclosure Documents. Some of the most important things you should take a look at would be any legal issues the franchisor might have and the churn rate of franchises. Both of those could potentially be pretty significant red flags that might make you want to reconsider whether or not you want to open that franchise.
Home Helpers Earns Endorsed National Provider and Provider of Choice Honors
Home Helpers, the leading brand in in-home care, has been named an Endorsed National Provider and a Home Care Provider of Choice by Home Care Pulse. Home Care Pulse is the industry’s leading firm in satisfaction research and quality assurance, serving hundreds of home care businesses across North America.