How did BOGO offer at Subway franchise stores created excitement pan-India

For its 50th anniversary on 27th August, world’s largest sandwich chain, Subway gave double delight to its customers via the BOGO (Buy One Get One Free offer). TFW's Ekta Sharma Verma spoke to a few Subway franchisees on the exciting offer. 

For the Subway franchisees across India, it was a big moment to celebrate and get the best out of the BOGO offer. As per the franchisees, there was an increase in the new customer footfall too. Subway celebrated the activity as nationwide customer appreciation day. Subway has 531 restaurants across 70 Indian cities.

Rinku Bathla Agarwal, Subway franchisee at Andheri Kurla Road in Mumbai tells us: “It is definitely a great activity. As such there is no revenue benefit for the franchisee but the best part is rather than ordering or coming to us via a Food Panda or any other food ordering website, customers came to us directly seeing the newspaper advertisement, which is a great feeling.”

On the kind of customer footfall Rinku says: “There has been a lot of new crowd since morning. Since our outlet is located in a corporate area, we have more of office crowd rather than school students.  The food cost has definitely doubled for a franchisee but the kind of publicity and limelight that a store gets after such promotional activities is unparalleled.”

Viranchi Mangla, Subway franchisee in Delhi who runs two outlets- one in Khan Market and other in Ajmal Khan Road, Karol Bagh says: ‘We have seen more footfalls in the afternoon hours but are expecting family crowd in the evening.  Overall a great step by Subway.”

Panchkula outlet saw a gush of mixed crowd since morning hours. The staff was busy continuously serving the mob.
Currently operating in 110 countries with 44,188 restaurants, Subway’s first restaurant was opened by the then 17-year old Fred DeLuca, President and Co-founder Subway. Starting off with a $1000 loan from his family friend Dr Peter Buck, Subway has grown into a multi-billion dollar global brand under DeLuca’s leadership.

This year in April, Subway did the same activity across its 43 outlets in Karnataka offering Buy one get one free scheme.