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.
It’s 9 p.m. on a Friday in Hillsborough, North Carolina, and the Cedar Ridge Red Wolves just won their men’s basketball game. Naturally, just as they do with every other home game, most in attendance migrate down the road toward the town’s Bojangles’.
Tommy Haddock, owner of the store, says the crowd is business as usual, as the Bojangles’ is also overrun on Friday mornings before school, when the local high school students stop by to grab breakfast before first period.
He looks more like a tenured professor than a zealous consumer advocate. He is soft spoken with round wire glasses and a navy sports coat, a warm smile and gray curly hair. He is Michael Jacobson, executive director and co-founder of the Center for Science in the Public Interest (CSPI), and at first glance it looks like he’s more likely to serve up a warm cup of tea than a lawsuit.