Subway gift cards, a clear incentive choice for Health and Wellness programs
On July 1st, QSR (quick serve restaurant) magazine published and industry news article entitled Subway CMO: Health is 'A Part of Who We Are'. It’s great news to see that “Subway was recently named the top quick serve for health-conscious consumers. The company has long carried a health halo for its menu offerings and customizable format.” Some recent studies are also calling Subway the healthy on-the-go meal choice. As part of Subway’s B2B Sales Team, we see first-hand just how successful Subway cards are when offered as part of corporate and institutional health and wellness programs.
In the QSR segment, Tony Pace, Subway’s CMO, discussed how important it is for Subway to communicate their healthy message along with their well-known value platform. “It’s always been a part of who we are. The expectation on the part of consumers is that you’re continuously trying to improve [your health offerings], which we are. I would say it’s as important, if not more important, than ever before. It’s one strategic platform that we have. We obviously have a pretty well-known value strategic platform with our famous $5 Footlongs, and we also have more indulgent subs. Those are really the three big strategic message pillars that we are always balancing in terms of reaching out to the consumer audience.”
Tony Pace, Senior Vice President and Chief Marketing Officer of the Subway Franchisee Advertising Fund Trust
It’s not just Subway touting their success in the health and wellness arena. QSRdna, an independent benchmark survey found that Subway recently passed McDonald’s as the world’s largest restaurant chain, capturing over 76 % of the health-oriented purchases made at major fast food restaurants. The study surveys the annual shopping habits and purchase decisions such as visiting patterns, frequency, menu preferences and loyalty of over 25,000 quick serve customers.
“We found that the three most important factors in the purchase decisions of these shoppers are value, taste and health, and Subway ranked first in each of the three criteria”, says CustomersDNA, LLC, the marketing and research consulting practice that performed the study.
These recent studies and data points are great proof of the consumers’ demand wish for healthy food. We expect to see significant growth in the number of corporate and institutional health and wellness programs that include Subway Gift Cards. Since you are interested and invested in your employees’ wellness…the Subway Gift Cards belongs in your company’s program.
