Replies

Let’s all agree that Subway is the worst and is only eaten by folks in the sticks

I always found it interesting that the big pizza chains always started in places not known for pizza:

Pizza Hut, Kansas
Dominos, Michigan
Papa Johns, Kentucky
Godfather's, California

There is even a place in Canada known as Houston Pizza, which has no connection with Houston, but the founders wanted to pick a U.S. city that wasn't already taken.

So, Subway was founded in Milford, Connecticut, even though south Connecticut has plenty of great sub shops.

How did it succeed? Subway #2 or #3 was operating in my hometown of Wallingford, Connecticut. Subway used very aggressive coupons, advertised heavily on the album rock stations (WPLR, WHCN) and was open later than anybody except for a couple of sit down diners.

Their audience? People saving money (daytime), partiers and potheads (wee hours). Competition like Dunkin Donuts and Bickford's and Sambo's (Meriden) weren't open yet. The food was not any better, but there was more meat on the bun.

Then, they had the lowest cost entry of any chain, so they sprouted up like mushrooms.

Of course, sandwich shops are cheaper to roll out than frid chicken or hamburger joints, so competitors du jour pop up too:
Potbelly, Firehouse, Quizno's, Jersey Mike's, D'Angelo's, Port of Subs, Jimmy John's, Blimpie and more that I do not know about.

But, back in Wallingford, ten years after Subway opened, and moved a couple of blocks, the competitor it drew was Rosa's Deli, founded by Rosa, who emigrated directly from Italy and filled a real need. In 1981 she started with the 99 cent combo sub. For more, you can get fantastic grinders (and lasagna and polenta). Subway still gets the night crowd and the coupon clippers. But at lunchtime, Rosa's line is out the door, and if you are catering, you go to Rosa. Subway just gets the leftovers and out-of-towners.