Strong support network
One of the key reasons behind the success of the SUBWAY® chain is the solid support network and robust processes in operation.
An in-depth support structure is operated through regional Developers who have specific experience in opening and developing SUBWAY® franchises and often own several outlets of their own.
There are 18 regional Development offices in the UK and Ireland which assist and mentor all franchisees with site selection, leasing, design, construction, hands-on training, purchasing, operations, advertising, local store marketing and more.
In addition, the head office for the SUBWAY® chain in the UK and Ireland is based in Cambridge, with a local team of support staff focused on operations, leasing, R&D, customer service and franchisee services.
Training
The SUBWAY® chain has developed a comprehensive training programme for franchisees. Each franchisee candidate is required to attend an intensive two-week training course.
Franchisee organisations and involvement
The SUBWAY® chain works very closely with its franchisees and encourages them to actively participate in the decision making process. Franchisees in the UK and Ireland actively participate in the running of the international advertising fund (iFAF) and the European Independent Purchasing Company (EIPC).
Purchasing company
The European Independent Purchasing Company (EIPC) is a purchasing company owned by SUBWAY® franchisees – that manages the purchase and supply chain activity for all food, packaging, equipment and services in the UK and Ireland and other European countries. By 2010 it is estimated that the purchasing power of the company will be in excess of €400 million.
Two-way communication
The SUBWAY® chain realised long ago that two-way communication between its franchisees and support service providers is essential to success. The sharing of best practice, talking to one another and developing an in-depth understanding of each other’s needs and objectives helped to create the success story that is the SUBWAY® chain today.
Brand strength
The SUBWAY® chain’s franchisees in the UK and Ireland actively participate in the international advertising fund (iFAF). In the UK and Ireland, 4.5% of gross sales (minus sales tax) is paid to iFAF – although some markets may vote to increase the marketing fee percentage for local advertising purposes.
National and regional iFAF Boards are elected each year. The Board members are elected franchisees that serve to make marketing decisions and ensure franchisee funds are used to benefit all franchisees equitably.
The aim of the marketing, advertising and public relations campaign is to drive profitable sales for franchisees.
SUBWAY® stores sell millions of Subs every week in the UK and Ireland. The chain’s customer base is extremely varied but the marketing is predominately focused on 16 to 39 year olds.