NguDeena Shanker kunye noLeslie Patton | Bloomberg
Indawo yokutyela engaphantsi komhlaba idlale isilogeni esithi Yitya eNtsha iminyaka, nanjengoko ithengisa iitumato ezithambileyo kunye nokutya okutyiwayo. Ngoku, ngezonka ezitsha, iavocado eyophukileyo kunye ne-mozzarella entsha, ikhonkco lesandwich lizama ukubuyisela abathengi abaye baphambukela kwiindawo zokutya zanamhlanje ezifana noJimmy John's kunye neChipotle Mexican Grill Inc.
Inkampani ebanjelwe ngokusondeleyo ngoLwesibini ibhengeze into eyibiza ngokuba lutshintsho olukhulu kwimbali yayo engaphezulu kwesiqingatha senkulungwane. Ibizwa ngokuba yi-Eat Fresh Refresh, I-Subway ikhupha iiresiphi zezonka ezibini, izithako ezininzi ezisemgangathweni kunye nesandla seesandwich ezintsha, kunye nenkonzo yokuhanjiswa kwelizwe lonke. Siyathemba ukuba olo tshintsho luya kutsala abatyeleli ukuba babuyele kwiivenkile zabo emva kweminyaka emihlanu ethe ngqo yokuncipha. Abagxeki bophawu bathi ayizukuba lula.
I-Subway lelinye lawona magama aziwayo kwishishini levenkile yokutyela, kwaye iindawo zayo ezingaphezulu kwama-22,000 e-U.S. ziyenza ibe yeyona inkulu ngokubalwa kweevenkile, ide ide iMcDonald's Corp. Kodwa ubukhulu bayo bufihla inyaniso elula: Izinto ezithandwayo zaseMelika zitshintshile.
I-Subway ihleli kwi-laurels ixesha elide; luhlobo olunzima ukukhupha kulo mngxuma, utshilo uJohn Gordon, inqununu yePacific Management Consulting Group. Iintengiso ziye zawa kakhulu evenkileni.
Nangona unyaka ka-2020 ibingunyaka okhulayo kwabakhuphisana nabo ngokutya okukhawulezayo, ungaphantsi kwesinye kwiivenkile ezili-10 eziphantsi kwendlela engaphantsi kune-drive-thru, okuthetha ukuba iphoswe kuninzi lwemfuno yonxibelelwano oluphantsi. Ngapha koko, i-app ye-Subway ayizange ibonelele nokuhanjiswa - iyaqengqeleka kweli hlotyeni njengenxalenye yohlaziyo. Inkampani ivale iindawo ze-1,600 zenetha kwimarike yasekhaya kunyaka ophelileyo njengoko ukuthengiswa kwenkqubo kwehla kwi-18%, ngokwedatha yeTechnomic.
Ngexesha lobhubhani othe wanyusa umzi-mveliso wenkonzo yokutya, ukuthengiswa kwe-Subway kuxhomekeke kakhulu kwindawo, utshilo uTrevor Haynes, intloko yekhonkco laseMntla Melika. Iivenkile ezivaliweyo kwezinye iindawo ezinzima njengeekholeji kunye nezikhululo zeenqwelo moya azikavulwa, utshilo, kodwa intengiso iyonke ngoku iyalandelela.
Utshintsho oluzayo lwenzelwe ukuvuselela i-brand, eyathatha uchungechunge lwee-high-profile hits kwiminyaka yamuva nje: INkundla ePhakamileyo yase-Ireland yagweba kunyaka odlulileyo ukuba isonka sayo sineswekile eninzi ukuba sibizwe ngokuba sisonka, imvelaphi yayo ye-tuna iye yabizwa ngokuba ngumbuzo kwaye kunzima ukulibala uJared Fogle, i-pitchman-turn-child-pornography-convict yenkampani ngo-2015. Elinye iphulo lokuthengisa eliyimpumelelo, i-jingle ebambekayo ye-5 footlong jingle, yahlala umhlala-phantsi emva kokuba i-franchisees yathi ukunyuka kwerenti kunye neendleko zomvuzo zenza ukuba isibonelelo singabikho.
SAN ANSELMO, CALIFORNIA - 22 JUNI: Umsebenzi kwivenkile yesandwich ye-Subway wenza isangweji yetuna ngoJuni 22, 2021 eSan Anselmo, eCalifornia. Uhlalutyo lwakutsha nje lwelebhu yetuna esetyenziswe kwiisandwich ze-Subway ezigunyaziswe yi-New York Times ayizange iveze nayiphi na i-tuna ye-tuna kwiisampulu ezithathwe kwiisandwich ze-Subway. Ilebhu ayikwazanga ukuphawula uhlobo kwiisampulu zetuna ezisuka kwindawo ezintathu zaseLos Angeles kwiivenkile zesandwich kaloliwe. (Ifoto nguJustin Sullivan/Getty Images) I-makeover yenzelwe ukulungisa ezinye zezi nkxalabo. Enye yezinto esizivileyo kubo bobabini abarhwebi kunye nakubathengi kukuba akukhange kubekho kuveliswa kokutya okuninzi kwiminyaka yakutshanje, mhlawumbi okunokubanako ukuleqa izinto ezininzi ezikhazimlayo, kwaye kwabonakala kuthi, sigxile kakhulu kwimenyu yethu engundoqo. izinto, kwaye ngokwenene ukunyusa umgangatho kunye nokuphucula oko, yeyona nto ibalulekileyo malunga nokuphucula amava eendwendwe, utshilo iGosa eliyiNtloko lesiGqeba uJohn Chidsey. Yeyona ndlela ilungileyo yokuhlanganisa abathengisi, ukubabonisa ukuba siyabeva, siyayiqonda into ekufuneka siyenze, kwaye izisa umlinganiselo othile wokuzingca.
I-Subway ithe inyathelo lokutshintsha liza kuba nempembelelo yeendleko ezincinci kubarhwebi bethu, kodwa wala ukubonelela ngamanani athile. Ukugcina abanini beevenkile bonwabile sisitshixo kwimpumelelo yexesha elide ye-Subway, utshilo u-Aaron Allen, inqununu kwinkampani yokubonisana no-Aaron Allen & Associates.
Baye bacutha indlela yabo yokungaphumeleli iminyaka ngoku, utshilo u-Allen, umcebisi kwindawo yokutyela yehlabathi. Inkampani kufuneka iphumelele iintliziyo neengqondo zee-franchisees kwaye ibeke imali ekwakheni umgca ophezulu, watsho.
Ukongeza kwisonka esitsha, i-mozzarella kunye ne-guacamole isasazeka, i-turkey kunye ne-ham ngoku zinqunyulwe, i-steak ine-seasoning entsha kwaye kukho i-vinaigrette entsha ye-parmesan. I-Subway ikwaphucula i-veggie patty, ngoku inikezela ngenketho ye-vegan evela kuGqr Praeger's. Kodwa iisandwich aziyi kuba zikhulu. Imalunga nenani elifanayo lenyama, utshilo uHaynes. I-tuna edumileyo kodwa exoxwa kakhulu, ethi inkampani i-100% ibanjwe zasendle, ayiyi kutshintsha. I-Subway ayicwangcisi ukubuyisela i-Beyond Meatball sub eqhuba njengomnikelo wexesha elilinganiselweyo ngo-2019.
UFred DeLuca wavula i-Subway yokuqala kwi-1965 e-Bridgeport, e-Connecticut, kunye nemali-mboleko evela kumququzeleli we-co-founder uPeter Buck. Baye banda ukuya kwiivenkile ezili-16 ngo-1974 kwaye i-DeLuca yaqala ukuthengisa ii-franchise ukuze zikhule ngokukhawuleza. I-Subway yakhula ngokukhawuleza kumashumi eminyaka alandelayo, ithengisa iisandwich zayo zenyama njengenye indlela enempilo kwiibhega kunye neefries. Nangona ngoku ibonakala iqhelekile, i-Subway yayiyeyokuqala ukwenza ukutya kwabathengi kanye phambi kwamehlo abo, kunye namagcisa e-sandwich evumela abatyayo ukuba benze ukutya kwabo ngendlela eyodwa.
Kodwa i-slogan Eat Fresh ekugqibeleni yaphulukana nesibheno sayo njengoko abathengi abanomdla kwimpilo bafuna iinketho ezininzi ze-carb ephantsi, kwaye kwiminyaka yakutshanje, ikhonkco liye langqubuzana nabathengi bayo malunga neendleko zokuhlaziya kunye nemfuneko yokuthengisa izinto zakusasa kubandakanya amaqanda.
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Okwangoku, uChidsey ukhusela ithegi ye-Eat Fresh tagline, nanjengoko abangeneli abatsha abanjengoSweetgreen babonelela ngezithako ezifunyenwe elubala njengendawo yokuthengisa. I-Subway ineebhiliyoni zeedola zolingano ezityalwe kwi-'Yitya okutsha,' ke ndicinga ukuba singabakhe, utshilo u-Chidsey. Ukuthengisa ecaleni, wathi, eyona nto iyahlula i-Subway yindalo yethu yonke indawo.
Emva kwayo yonke loo nto, ukuba kukho ivenkile engaphantsi komhlaba kuyo yonke enye ikona yesitrato, mhlawumbi oko kukuthengisa ngokwaneleyo.
