Subway got its start in the 1960s when a college freshman partnered with a nuclear physicist to open a sandwich shop in Bridgeport, Connecticut. Fred DeLuca and Peter Buck took over a corner shop that was next to a cabinetmaker.
Their approach to business was simple. Providing submarine sandwiches (subs) with fresh ingredients at affordable prices helped the brand to multiply quickly.
Now Subway has over 40,000 locations globally in over 100 countries. The early principles found in the first mission and vision statement of the company are still practiced by franchisees today.
Subway’s Mission Statement Analysis
Subway's mission statement is “to delight every customer so that they want to tell their friends – with great value through fresh, delicious, made-to-order sandwiches, and an exceptional experience.“
Four critical components of this mission statement are worth a closer examination.
- “Delight every customer” is an expression that encompasses the quality of the brand’s ingredients and the service provided with each transaction.
- “They want to tell their friends” is a desire to encourage word-of-mouth marketing about the company. Positive information from family members or friends invites new customers to try a sandwich at their closest location.
- “Great value” is a reflection of the expected price point that consumers can expect when visiting Subway. It is a value promise that suggests someone will get more for their money with their brand than with the competition.
- “Fresh, delicious, made-to-order sandwiches” is a direct statement that tells customers what to expect when they are hungry.
Subway’s Vision Statement Analysis
Subway follows a vision statement that says the company wants to “be the #1 quick-service restaurant franchise in the world while delivering fresh, delicious sandwiches, and exceptional service.”
What is unique about the vision statement of Subway is how closely it correlates to their stated mission. The only differences involve the addition of being the top franchise in the world while dropping the made-to-order stipulation.
This subtle shift opens new outlets for creativity for the brand. It gives them a way to create menu-based sandwiches that are just as delicious as a custom order without the time or labor to create an individualized experience.
Subway can take the lessons learned from its early ownership days by creating a standardized, rotating menu that feels customized to each consumer.
It is an approach that can decrease overhead costs for franchisees. That outcome translates to lower prices for each customer.
Subway’s Core Values Analysis
Subway focuses on family, teamwork, and opportunity with their core values.
The brand works to build business relationships through service to customers and each community. When each person gets treated as a family member, then it is more likely for positive outcomes to occur.
Teamwork is a core principle because it recognizes the need for diversity within the brand. When different experiences can work toward a shared goal with accountability for each responsibility, then the company believes it can achieve more.
The opportunity component reflects the entrepreneurial spirit that Subway hopes to engage with each franchisee.
Subway built itself into one of the biggest franchises in the world by following its mission and vision statements. The brand believes that sticking to these core values will help it to continue being a global leader in the quick-service industry.