Social Media Marketing | Business Development Roseville
…And it Ain’t McD’s
The Short Version:
When it comes to global reach, there is one fast food restaurant chain that rules them all. Any guesses? Well, it’s not Starbucks, and it’s not the Golden Arches. Think fresh baked bread and highly processed/perserved meats! Read below to learn about the growth strategy that put Subway on the global map.
It has been a long standing joke that Starbucks is taking over the world. While that may eventually be the case, one fast food chain has quietly been asserting their global domination. That’s right, it’s Subway.
What started as a small time, regional subway sandwich shop in Connecticut, can now be found in 112 countries, with over 40,000 restaurants!
Yes, a Fast Food Chain Bigger than Mc Donalds
By last count, the Golden Arches “only” has a measly 37,000 restaurants world wide. Good enough for second place. And if you’re counting, Starbucks comes in at third, with about 30,000. The steep drop off in numbers continues from there, with KFC coming in with around 20,000 restaurants, and Burger King with a paltry 17,000 or so.
Business Development and Growth Strategy
So how did they do it? According to Subway Chief Development Officer, Dan Fertman, it was all about implementing a unique-at-the-time growth strategy:
- Non-traditional locations
- Franchise-only system
- Flexible, adaptable marketing and offerings
Mc Donald’s and Starbucks can be considered real estate moguls as much as they can be considered restaurant chains. It is no secret that they place high value on prime real estate locale, popping in units at every major, busy intersection. Location, location, location! While that has served them well in terms of visibility, prime real estate comes at a cost. Meanwhile, Subway identified a niche and a need with non-traditional locations. This includes places like a riverboat in Germany, schools, and hospitals.
This put them in front of potential customers that otherwise did not have food options. Which speaks to their flexibility in thier offerings. Their menu has been easily adaptable to food and nutrition trends. Especially capable of capitalizing on recent health trends, a category Mc Donald’s and most other fast food chains just have not been able to resonate with.
What Growth Strategy Will Work For You?
There are certain basic tenants of business that you need to check in order to grow. However, it is equally important to be able to identify outside-the-box ideas and strategies that can be game changers.
Want help putting together your growth strategy? Need help with your business development? Reach out. From SEO to Operations, our motto is “with you, not for you”, because we believe the best way to help you is by helping you learn how to do it yourself (like training wheels, we help make sure you do it right).
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