Abstract

Subway is a leading sandwich chain, which operates through a wholly-owned subsidiary, Subway Systems India. The caselet provides an overview of the product strategy followed by Subway that involved customization of its recipes and preparation to match the tastes and sensibilities of Indian consumers. The caselet also illustrates the franchising method adopted by Subway in India. Finally, it provides a brief description of the company’s pricing and advertising strategy.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Indian fast food industry and entry of multinational players
• Distribution strategies of fast food chains in India
• Pricing policies of multinational fast food chains
• and Promotional strategies of fast food chains in India.

Keywords

Indian Fast Food Industry, McDonald's, Dominos, Pizza Hut, Subway, Subway Systems India, Customer Interaction, Indian Recipes, Sentiments and Sensibilities, Franchising, Arvind Singhal, Fred DeLuca, KSA Technopak, Premium Pricing Strategy, Price Conscious, Advertising Fund, Triton Advertising Agency