In March of 2008, Subway launched a value deal nationwide that already had explosive success in a number of the chain’s South Florida stores. The introduction of the $5 footlong deal across the U.S. was intended to be an answer to the $1 value menus of industry standard-bearers such as McDonald’s and Wendy’s and a new direction for the brand in the wake of its advertising success with Jared Fogle.
Ask any quick-serve operator who’s been through a crisis. He will be able to tell you the exact date, time, and day of the week the fate of his concept came under attack. Whether it’s a food scare, a rodent infestation, a food-borne illness, or a product recall that threatens a brand’s reputation, its every detail—along with a feeling of peril—is emblazoned into his memory.