Local Goes Global... times 30,000.
Subway Franchisee Advertising Fund Trust needed to Provide its Franchisees with Localized Materials within a Global
Brand Framework.
SUBWAY® restaurants, the largest Quick Service Restaurant Chain in the U.S. and Canada, and the second largest fast-food
franchise in the world, is a company on the move. Serving customers at more than 30,000 locations in 87 countries, the company needed to
drive growth in global markets with on-demand personalized and localized merchandising materials. Adding to the challenge were a number of
other factors, including the need for:
- Single-Store Personalization: 100% of the SUBWAY® restaurants are franchise owned; store owners often have an entrepreneurial mindset
- Specific-Market Segmentation: The Franchisee-owned Subway Franchisee Advertising Fund Trust (SFAFT), which produces the advertising
and marketing for SUBWAY® restaurants, understands that franchisees know best how to market locally in their unique markets
- Just-in-Time Variability: Marketing campaigns need to be developed for franchisees to give them choices so they can build their own
local marketing campaigns within the overall SFAFT strategic umbrella
Kinetic Provided SFAFT with a Revolutionary Solution to Handle Information in a Multilingual, Reusable and Versioned
Way – Dynamically
Kinetic developed a solution that leverages technology in a way that provides SUBWAY® restaurant Franchisees with on-demand tools that are both
relevant to their target markets while still being in compliance with corporate brand standards. The system:
- Accelerates Cycle Time – by 60-80%
- Reduces Complexity – makes finding and using the right language and imagery easy
- Builds Local Loyalty – makes it easy for a franchisee to build awareness and loyalty
- Streamlines Vendor Utilization – enables SFAFT to use as many or as few global vendors as necessary to fulfill the needs of the field
- Leverages Preapproved Materials – plus allows for in-store customizations
- Ensures Compliance – plus allows franchisees to save ads to submit for local placement
- Provides Business Intelligence – for accurate forecasting, modeling and decision making
- Streamlines Approvals – employs a process that involves legal, creative, franchisee advertising boards and more
With Kinetic, SFAFT now has the integrated solution they need to cost effectively develop multilingual materials that can be used in a flexible
and dynamic way to accelerate sales.
What the Subway Client Had to Say.
“I feel you hit the mark with clarity, consistency, navigation... it is extremely intuitive. I am looking forward to its continued development.”
Ruth Woyciesjes
Creative Services
Subway Franchise Advertising Fund Trust
Ask the Expert
Contact Kinetic at:
sales@theTechnologyAgency.com, or +1 502.719.9500.