Celebrity Brand Endorsement Crisis at Subway
| Case Code: MKTG439 Case Length: 13 Pages Period: 2014-2019 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
About Subway
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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