Many companies push the boundaries of marketing their products or services, to appeal to their customers. Oftentimes, in directions that are questionable. Where do we draw the boundary?
Commercials are but one side to the story. In an era of digital prowess and increased competition to hold market share, many companies have developed ingenious ways to advertise themselves. Only few words can describe this phenomenon. Weird. Unsettling. Shocking.
A Franchise Giant – Subway
Unlike regular corporations which have a sole organizational model in charge of all parts of the business, Subway is a part of the McDonald’s franchising realm of corporate. This means that Subway profits based on collection of royalties from its independent store operators, who technically own the place. The sandwich shop operates on the premise of leasing land to individuals who are in charge of operations and business protocol. Subway serves merely as a collective head in managing these different chains. Profits come from the land the stores operate on and royalties from the brand, rather than the food itself. Placing the pressure of gathering consumers on individual store franchisers.
Unlimited Subway… At a Price
Subway’s latest stunt, has brought itself to a whole new level of bizarreness. The quick-serve franchise has released an offer. Exclusively for the most diehard of fans. FREE LIFETIME supply of sandwiches for 1 lucky winner who changes their name to “Subway.”
Talk about a heart-stopping offer. To add the figurative cherry-on-top, Subway would reimburse the lucky winner of the costs associated with the legal processes of name changing. According to NBC news headlines, nearly 10,000 hungry, desperate customers changed their names in a 96 hour period!
One could simply imagine the implications of this crazy deal. Lawyers and related personnel, including courts, would have their hands full with people trying to change their name for free lifetime food? Besides overwhelming the legal system, changing a person’s name to a popular fast food brand, can attract a lot of attention and ridicule from others. Subway has yet to decide whether to let the winner change their name back.
Before you make the absolute Elon Musk move, and name your child “Subway.” Reconsider your choices. The U.S. prohibits naming newborns with trademarked names.
This is definitely not one of the first times Subway unleashed its creative side onto the public.
Not a ‘Sub-lime’ joke
In fact, last month, one of the Subway franchises in Georgia set up an insensitive billboard. Attempting to claim public attention from what was otherwise a tragic event.
The billboard, was a direct joust at the recent event sinking of the submarine, Ocean Gate, which brought the end of 5 lives. These passengers thought they were going to view the iconic wreck of the Titanic ocean liner, however tragically the submarine suffered technical failures which led to an implosion that killed everyone onboard. Suffice to say, the retail operators of this store, did not recognize the event as a tragedy but rather an option to promote their products. “Our Subs don’t implode” sign indicates that their long sandwiches, do not implode like the Ocean Gate Submarine. The word “subs” referring to the submarine in comparison with the food terminology.
Backlash from social media forced action upon the billboard and the retail chain by the parent company. Advertising a tragedy AND rejected by the public. Who could have guessed Subway would stoop this low? Clearly, the franchise desperately tries to grab customers in the fast food arena, from rising competition like Chick-Fil-A and existing competition, McDonalds.
Conclusion?
The franchising store, Subway, is one of many brands trying to stand out from the competition. Seemingly in dubious ways. What other companies might follow in this path? Subway certainly is not the first, nor the last.
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.”
Joe Chernov
Subway has chosen to do neither.
I feel that Subway franchises are so much more easy to own than other fast food franchises like McDonalds.
Yeah, since Subway has a relatively declining popularity compared to Mcdonald’s, they are flexible in admitting new franchisers and new conventions. This becomes an issue sometimes, because you end up with billboards that are desperate for attention, when in reality they are really trying “too hard” to sell their subs.