Subway has recently unveiled a complete visual rebrand. The update includes a modernized logo, new packaging and a new layout designed to appeal to younger customers.
One major change is the fact that customers will now be able to see the vegetables before they are sliced. This change was initially included to emphasize the freshness of produce to consumers.
According to an article in QSR, the company later found that the new layout helped to tell their brand story.
Chris Carroll, chief advertising officer for Subway, said, "What we found in those locations, time and time again, were customers saying, 'I didn't know you sliced your vegetables. Are you the first one to do that?'"
According to QSR, this was a revelation to the company. They'd assumed customers knew the vegetables were prepped in house, but the connection was not as clear as they'd thought.
Subway will also integrate technology into the rebrand. Coca-Cola Freestyle machines will be added to locations, and the brand will introduce kiosk and mobile ordering options. Subway hopes the rebrand will help solidify its place at the forefront of its category for freshness.
Read the full article here.