Subway Hoping a New Look Will Elevate Sales
By Mitchell Young
Milford: Change and new energy has been coming to privately owned Subway since the appointment of Susan Greco as its new CEO in 2015. The company established a digital marketing department in 2016 at its headquarters and is expecting to eventually staff it with as many as 150 employees.
Greco however has maintained a relatively low profile since taking over from her brother and company founder Fred Deluca, who died in 2015, after a two-year battle with leukemia.
|Subway CEO Greco, quietly transforming the restaurant giant|
Greco’s first real job with the company was in 1973 as a sandwich artist, but she eventually was responsible for research and development for 24 years, than the operations and marketing departments as well.
The company’s marketing efforts have helped transform it into one of the country’s best known brands, by selling freshness, sustainability, health and low calorie fast food.
The approach has worked, until recently Subway was the second most popular fast food outlet in the US behind McDonalds, Starbucks however, reportedly grabbed that spot in 2016. Company sales are more than $1 billion dollars, but according to Bloomberg News, have declined in the past two years
Greco apparently wants to get the mojo back and she is hoping that a fresh look and modern design will do the trick.
The revamped stores and there are a lot of them to transform, more than 44,000 world-wide, 25,000 in the US will be brightly colored, will ditch the nostalgia of the subway car murals, provide Kiosks for ordering and feature free WiFi.
The company unveiled 12 prototype stores on July 16 and a new logo, fresh veggie display and some new menu items, including “house made” pickles.
Franchise owners that have suffered along with the softer sales and increased competition will be responsible for the cost of the renovations, but he company has said it has plans to help franchise owners pay for the revamp.