The Subway Cafe Revamps the Chain with a Classy & Sophisticated Look
Meghan Young — May 28, 2011 — Lifestyle
If the Subway Cafe in Alexandria, Virginia is well-received, I would not be surprised if we'll see their iconic green and yellow signs diminish slowly throughout the country. I mean, since McDonald's is successfully revamping their image across the globe, it was only a matter of time before other fast food franchises began to follow suit. Considering that Subway officially became the biggest fast food chain in the world, dethroning even McDonald's, it shouldn't come as a surprise that it is trying to reflect that new status.
In addition to their standard menu, the Subway Cafe will offer baked goods, hot and cold espresso drinks, hot and iced chai lattes, hot chocolate and frozen blended drinks. The Subway Cafe's sophisticated look, however, is what will really draw the crowds.
Implications - Fast food corporations are constantly seeking new ways to make their establishments more multi-purpose. While they typically serve as a spot quick eats, by transforming the restaurant's environment they create a more consumer-friendly feel. The success of retail rebranding gives companies the opportunity to make more money by keeping the customer on the property longer than normal, and improves their corporate image by appearing more welcoming than before.
In addition to their standard menu, the Subway Cafe will offer baked goods, hot and cold espresso drinks, hot and iced chai lattes, hot chocolate and frozen blended drinks. The Subway Cafe's sophisticated look, however, is what will really draw the crowds.
Implications - Fast food corporations are constantly seeking new ways to make their establishments more multi-purpose. While they typically serve as a spot quick eats, by transforming the restaurant's environment they create a more consumer-friendly feel. The success of retail rebranding gives companies the opportunity to make more money by keeping the customer on the property longer than normal, and improves their corporate image by appearing more welcoming than before.
Trend Themes
1. Upgraded Fast Food - Fast food chains are revamping their environments to create a more sophisticated and consumer-friendly experience.
2. Expanded Menus - Fast food chains are adding new items like baked goods and specialty drinks to attract a wider range of customers.
3. Retail Rebranding - Fast food chains are transforming their spaces to resemble cafes and other retail establishments, offering a more welcoming atmosphere.
Industry Implications
1. Fast Food - Fast food chains are exploring ways to enhance their image and attract new customers by upgrading their restaurants and menus.
2. Cafes - Cafes are facing competition from fast food chains that are incorporating the cafe concept into their revamped establishments, offering a wider range of food and drink options.
3. Consumer Retail - Retailers need to stay ahead by constantly innovating and improving customer experiences, as fast food chains are now entering their space and creating environments that encourage customers to linger and spend more time on their properties.
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