Celebrity Brand Endorsement Crisis at Subway
| Case Code: MKTG439
Case Length: 13 Pages
Pub Date: 2022
Teaching Note: Available
| Price: Rs.300
Organization : Subway IP Inc.
Industry : Food & Beverage
Countries : United States
Themes: Advertising & Promotion, Brand Strategy, Public Relations & Media, Ethics in Marketing
Abstract Case Intro 1 Case Intro 2 Excerpts
Subway IP Inc. was founded by Fred DeLuca (Fred) and Peter Buck (Peter) in 1965 in Bridgeport, Connecticut, US, and was named as ‘Pete’s Super Submarines’. Subway served fresh sandwiches which were affordable to the public. In 1966, another store was opened and the same year, Fred and Peter created a parent company called Doctor’s Associates Inc. The name of the store was changed to Subway in 1968. With 16 company-owned stores in 1974, Subway decided that franchising was the way for the company to achieve growth. It started its franchise model and opened the first franchisee store at Wallingford, Connecticut..
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