Primary research data and key findings
Michelle_Michy
20200430155240subway_keyfindings.pptx
Subway
Presentation on: April 8, 2020
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Our client is Subway and we dove into primary and secondary research to gather some key findinds. We conducted a survey taken by 25 people and conducted 5 Individual interviews.
1
Secondary Key Findings:
Subway Background
Industry
Competitors
2
Primary Research:
Research Methods
Individual Interviews
3
Analysis Research：
Interpretations from the customers
Key Findings
4
In Conclusion:
What do we learn
Presentation Outline
1)For an outline of our presentation we are first going to look at our Secondary Key findings, looking at Subway’s background, the industry, and Subway’s Competitors
2)Next we will look at the primary research, diving into our survey and our individual interviews.
3)Then we will talk about Analysis Research with Interpretations from the customers and key findings from our research
4)And in conclusion we will talk about what we learned from our research
Secondary Key Findings
Fred Deluca creates Subway in 1968
First franchise location in 1978
Opened restaurants in Walmart stores
Surpassed amount of Wal-Mart-McDonald's by 2007
01 | Company Background
Increase health concern trend
Focused transparency
Low concentration between rivalry competition
02 | Industry
Targeted to a young audience
Mainly focused on breakfast
01 | Dunkin’
Recognizable Menu Item Names
02 | McDonald’s
Looking at our two competitors:
-Founded in 1950 with the goal to “make and serve the freshest, most delicious coffee and donuts”, Dunkin’ is A competition for Subway’s breakfast options.
-Founded back in 1967, The Mcdonald’s franchise has now expanded worldwide as one of the most recognizable fast food restaurants ever. Though Subway identifies itself as a healthier option than many other fast food places, McDonalds is still a strong competitor in its growing menu options to appeal to a healthier identity of its brand
Primary
Research
And now we are going to dive into our primary research
1
Is Subway Easily Recognizable?
Are Subway Plant Based Alternatives Helpful?
Is Subway Service Convenient?
Primary Research
2
3
Online Survey
1
Google Form
Detail of Method:
Who: College Students between ages of 18-25 working full/part time jobs and are moderately active.
What makes a good experience in a fast food restaurant? Rank the following: Service, Cleanliness, Convenience, Payment Method, Ingredients
If the option was available to you, would you choose plant based alternatives to meat and cheeses?
Choose menu items you've heard of. (Mc Muffin, MCCafe, Morning Wraps, Dunkin Breakfast. Opt.)
Are you more likely to choose Subway, or Mcdonald’s for a breakfast option? (Rate McDonalds Breakfast vs. Subway Breakfast) #
Individual Interviews
2
30 Minute In-Depth Interview
Detail of Method
Five different customers from Subway
Full Time Jobs
Freelance Jobs
Category (Food Industry)
Would you consider eating a plant based alternative?
Competitor Questions
Would you prefer face to face interaction or kiosk interaction?
Product Perception Questions
Do you think you could make a good quality meal out of $5
Are you aware that Subway has breakfast options?
Client
How would you describe the atmosphere of a Subway restaurant?
Research
Findings
1
People DO consider healthier meal options
Key Takeaway:
60% of respondents answered YES
Over half are conscientious of healthy alternatives
IDI - After exercising an individual can reward themselves without feeling about about the fast food product they consumed.
IDI- Calories are an element fast food female consumers put into consideration.
2
People DO value more topping options
Key Takeaway:
60% of respondents answered YES
Differentiation strategy over rivals.
Commercials pushed positive the “Yes” Campaign.
$5 Footlong Campaign
3
People DO NOT associate Subway with breakfast
Key Takeaway:
92% of respondents consider alternatives for breakfast
IDI - Breakfast should be sweeter or more portable, handheld.
Lack consumer knowledge of offering.
IDI - Dislike of Subway breakfast items.
4
Subway DOES NOT have unique product names
Key Takeaway:
McDonald’s dominates specialized products. Mc_____ makes it easily recognizable
Subway does not have memorable names
Subway - “Bacon Egg and Cheese on Flatbread” could be found anywhere
5
People WOULD consider Subway for dinner
Key Takeaway:
60% of respondents answered YES
Convenience makes it a strong lunch option
IDI- For lunch, people don’t want to wait to long time to get food.
Is Subway Easily Recognizable?
Are Subway Plant Based Alternatives Helpful?
Is Subway Service Convenient?
Yes
Categorized by public as healthy
Convenient and Casual
No
Item names are not unique
Breakfast option is unknown
Yes
The option is present
No
Majority of customers are indifferent or consume meats
Yes
Used as a lunch hot spot
Fast Service
Seating in house
In Conclusion
Thank You.
References
Fleming, M. (2018). Subway rethinks loyalty, brand and product in global repositioning – marketing week. Marketing week. Retrieved 6 april 2020, from https://www.Marketingweek.Com/subway-on-its-global-transformation-innovation-and-the-exponential-rate-of-change-in-the-industry/.
Globalist, T. (2016). Subway's healthy food? - The globalist. The globalist. Retrieved 6 april 2020, from https://www.Theglobalist.Com/subways-healthy-food/.
