Context: While Hispanics appreciated Subway’s quality, they also
associated it with bland, “diet” food. In the general market, a
meal is often about convenience and calorie-recharge. But for
Hispanics a meal is often more emotional than functional—meals
are events where taste and quality aren’t sacrificed. “Healthy
eating” for Hispanics, is about fresh ingredients, not calories,
and dieting is a window in time, not a lifestyle. Insight/Idea:
To win with Hispanics, Subway needed to focus on a more
emotional area: taste. Why This Case: Experience in fast food
and how to successfully implement several marketing programs
through a complex franchise model. Results: The campaign was
successful for Subway on both taste and intent to visit.
Research shows that the Hispanic perception of taste improved.
Furthermore, there was an upward shift in Hispanic perception of
featured sandwiches as being new and exciting. Measures
indicating frequency also increased. After seeing the campaign,
a study of Hispanic consumers sho