Advertising campaigns, as a rule, are usually established by the European divisions in question, and their advertising agencies.
Subway has marketed the "7 under 6" and "eat fresh" campaigns against fat. The German advertising agency and or the company's German division should be at fault here, not the main office in Connecticut.
"A Connecticut alternative to the burgers from Chicago." is what they're trying to say, folks. Besides, which area is more easily ready to be an issue area?