Subway operates in 111 countries nationally with more than 40,000 restaurants – more than any other chain. In each country there is a need to strike a balance between delivering a globally consistent brand and reflecting the needs of the local market. How do you conduct comparable research in markets as diverse as Poland and Pakistan, Chile and China, Finland and France?
The Nursery worked with Subway to design a Global Tracking Survey that provide a common currency of measurement, whilst still tailoring each survey to reflect local market dynamics. The study launched in 2014 and by 2019 it had expanded to 33 markets.
Regional directors around the world have bought into The Nursery’s Tracking as their go-to reference point for market understanding and competitor analysis. Bespoke analysis has highlighted key drivers of success in every market and where the best returns lie. Results have been used to shape strategy, and develop and track initiatives at both global and local levels.