SUBWAYÒ restaurant chain, the world's largest submarine sandwich franchise, today announced the launch of its first-ever comprehensive regional campaign to create more awareness and better educate customers about the key feature offered at its outlets – customization.
The two-month long campaign titled 'Make it Your Way' has been rolled out across television, radio, print and digital, as well as online and outdoor platforms.
Taking forward the SUBWAYÒ principle that customers have the liberty to build their own subs the way they like, the region-wide campaign spans the UAE, Saudi Arabia, Kuwait, Oman, Qatar, Bahrain, Jordan, Egypt, and Lebanon. Each market is responsible to communicate the message at a local market level, utilizing all possible advertising resources at the regional, national, and local outlet levels.
Hisham Ghazal, Brand Manager, SUBWAY® Middle East and Africa, said: "We aim to offer healthier options to our customers with optimum value through utilizing our knowledge and experience in the industry, while catering to the tastes of diverse markets.
"The campaign is designed as a comprehensive marketing strategy to educate a wider customer base and offer them the highest possible personalized offerings through our customized subs and salads that are prepared right in front of every customer. Through leveraging various media platforms, we aim to attract significant additional demand for our customized offerings."
SUBWAYÒ is particularly leveraging the MBC Group's television channels for three weeks to communicate the messages of customization and freshness. Two different spots will be featured in Arabic and English focusing on the final product, sending a clear message out on SUBWAYÒ's relentless customer-focus and wooing viewers with freshly baked bread and cut vegetables.
The SUBWAYÒ campaign is also being deployed on other platforms such as radio, billboards, and print.
Subway® in the Arab World became recently the largest submarine franchise with over 215 outlets as located in vibrant and convenient venues in the UAE with 94 outlets, Kuwait with 40 outlets, Saudi Arabia with 37 outlets, Qatar with 15 outlets, Jordan with 10 outlets, Bahrain with 10 outlets, Oman with seven outlets, Egypt with four and Lebanon with three outlets.
With more than 33,300 locations in 92 countries including the Middle East, the SUBWAYÒ restaurant chain is the world's largest submarine sandwich franchise. Headquartered in Milford, Connecticut, the SUBWAYÒ chain was co-founded by Fred DeLuca and Dr. Peter Buck in 1965. The partnership, which continues today, marked the beginning of a remarkable journey — one that made it possible for thousands of individuals to build and succeed in their own business.
The SUBWAYÒ brand has been honored as the number one franchise opportunity in the Entrepreneur magazine's 'Annual Franchise 500Ò' listing for 17 of the past 23 years.
