By: Brian Cummings
Throughout the history of fast food establishments such as McDonald’s, Burger King, and Wendy’s they have all believed the market of younger kids is a pivotal market to hold. Subway wants to also break into the younger market, aiming at kids between the ages of 6-18. The barrier standing in the way of Subway, is their angle, “Playtime is about to be powered by veggies”. Subway, alongside First Lady Michelle Obama, has launched a multi-million dollar campaign to increase the healthy consumption of food by younger children. Subway plans to invest $41 million dollars over the next three years in marketing towards their new plan. Chief marketing officer of Subway, Tony Pace, says the main goal of this campaign is not to just increase the consumption of veggies but “The point is trying to get kids to want to order veggies. Our meals aren’t premade, so we’re going to try to get kid consumers to ask us to pile on the cucumbers or the spinach.” This goes to show that Subway really wants their campaign to succeed and with that success, Subway wants to improve the health of the younger generation. The main forms of marketing are TV, digital marketing, in-store merchandising and digital and social media. Coming from the article, they said “Last year, Center for Science in the Public Interest conducted a study of kids meals and found that 97% of kids meals at top U.S. restaurant chains do not meet its nutritional criteria. The only chain that did? Subway.” This stat is a great stat to use when marketing towards these younger children. I’m sure if parents see that Subway offers healthier and more nutritional meals than any other fast food restaurant they’ll pick Subway more often.