Subway Nutrition Articles & Resources

Carroll fills the top marketing post, which was vacated by Kevin Armstrong, now vp-marketing at Long John Silver's. He wants to build on some of the sandwich chain's core points of difference, like fresh-baked bread and variety, and implement a more "wholesome" positioning. "The brand has spent the last three years on low fat and the whole '7 sandwiches under 6 grams of fat,'" Carroll said. "We need to evolve that from just low fat to more of a wholesome nutrition story."

Carroll, who joins Subway from a two-year stint as an account director with promo agency TLP, Wilton, Conn., is eyeing the introduction of more sub-branded menu items and narrowing the chain's focus on 18- to 34-year-olds, versus its staple 18-49 demo. "We have always pushed individual products. We need to have signature lines so people will know us for a line of products or sub-brands:" he said.

Indeed, while Subway's menu is laden with variety and made-to-order specifications, products are primarily promoted by ingredients or temperatures--as in "hot" or "cold" sandwiches. Carroll cited Pizza Hut as an example of smart sub-branding behind its individual pies.

Still, Subway will not forego its push behind families, an increasingly important niche. Carroll said he plans to strengthen that link by advertising family initiatives with national ads rather than quick tags on existing spots.

Subway this month launches a six-week national tie-in with Warner Bros. "Mil-Looney-um" promo with TV support (Brandweek, Oct. 12, 1998). One spot directly targets kids with a meal offer and one of 10 Looney Tunes back-pack clips. Two others play up the chain's 6-foot subs for the holidays. Ads will be integrated for the first time with a cast of animated Looney Tunes characters, who will also be featured on Pepsi's 32-oz. cups.

Carroll, who held various marketing posts at Burger King for nine years until 1994, also served as director of retail marketing for LensCrafters. Prior to TLP, he was vp-marketing at the 900-unit Olin Mills Portrait studios.