Subway is Moving Beyond Subs with Its New Signature Wraps
Katherine Pendrill — September 23, 2016 — Lifestyle
References: brandeating
In an effort to expand its brand identity, Subway has moved beyond subs and started offering Signature Wraps at various locations. The move is part of a response to changing consumer taste preferences and the desire for more diverse menu options.
Subway's new Signature Wraps are made with flavored tortillas, which come in varieties such as spinach, tomato basil and habanero. The inside of the wraps can be filled with four different combinations of ingredients, which range from the Roasted Red Pepper Hummus Veggie to the Habanero Roasted Chicken. Each wrap is made with twice the amount of meat as a regular sub and can also include some of the chain's more exclusive and regionally-specific ingredients such as hummus and guacamole.
Subway's new Signature Wraps are made with flavored tortillas, which come in varieties such as spinach, tomato basil and habanero. The inside of the wraps can be filled with four different combinations of ingredients, which range from the Roasted Red Pepper Hummus Veggie to the Habanero Roasted Chicken. Each wrap is made with twice the amount of meat as a regular sub and can also include some of the chain's more exclusive and regionally-specific ingredients such as hummus and guacamole.
Trend Themes
1. Flavored Tortillas - Disruptive innovation opportunity: Introducing unique and flavorful tortilla options for wraps in various cuisines and restaurants.
2. Diverse Menu Options - Disruptive innovation opportunity: Developing menus that cater to changing consumer taste preferences with a wide range of ingredients and customizable options.
3. Premium Ingredient Wraps - Disruptive innovation opportunity: Creating wraps with high-quality ingredients and unique flavor combinations to elevate the fast-food wrap experience.
Industry Implications
1. Quick-service Restaurants - Disruptive innovation opportunity: Integrating signature wraps into the menus of fast-food chains to expand options beyond the traditional burger and fries.
2. Tortilla and Wrap Manufacturers - Disruptive innovation opportunity: Developing and offering a variety of flavored tortillas to cater to the changing demands of the food industry.
3. Healthy Fast Food - Disruptive innovation opportunity: Incorporating premium ingredients and diverse fillings into wraps as a healthier alternative to traditional fast-food options.
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