Foodservice

Subway’s Updated Branding Fits Chain’s New Vision

Sandwich leader pushes revamped logo and ad messaging

MILFORD, Conn. -- Subway has unveiled an updated logo, which debuted in a series of TV advertisements that began airing nationwide Aug. 5. Its modernized branding, along with the chain’s new #SearchforBetter hashtag and tagline, are all a part of Subway’s effort to emphasize its positioning as “fresh and contemporary,” according to the company.

“We are on an exciting journey to meet the changing tastes of our guests,” said Suzanne Greco, Milford, Conn.-based Subway's president and CEO. “The Subway brand is recognized throughout the world, and this new look reinforces our commitment to staying fresh and forward thinking with a design that is clear and confident without losing sight of our heritage.”

The reimagined branding features taller, bolder-colored lettering in its logo, as well as a trademarked symbol of two arrows that “symbolize the choices Subway provides its guests,” she said.

Additionally, Subway’s new ad campaigns explore its consumers’ “appetite for better,” the company told AdAge.com. While U.S. viewers could glimpse Subway’s updated logo in the recently released ads, the new logo won’t be rolled out globally until 2017.

The introduction of the revised logo and ad campaign are the latest in a number of steps Subway has been taking to redefine its brand identity in 2016. Earlier this year, menu enhancements brought health-focused changes to the menu lineup, while Subway Digital was launched to strengthen guest engagement.

Subway is clearly working to stay on pace with other top brands in its competitive set that are marketing better-for-you ingredients. For example, McDonalds has announced this month that it is removing high fructose corn syrup from its buns and is eliminating artificial preservations from signature items such as its Chicken McNuggets.

Convenience stores should take notice of fast-food competitors that are aggressively moving forward with initiatives that favor freshness and quality. Technomic's most recent consumer study on c-store foodservice found that 85% of consumers cite freshness, and 81% of consumers say that food/ingredient quality is important in their decision to purchase foodservice at retailers, including convenience stores.

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