Subway asks youth to devise its expansion strategy

Subway is looking for young entrepreneurs to build their own virtual Subway franchise as part of a new global expansion campaign.

The six week ‘Build your own virtual Subway challenge’ was created by brand experience agency The Projects and Young & Successful Media and is active in over 100 countries, with a particular focus on developing countries.

The challenge is a business simulation game that will enable players to learn about the Subway business and compete globally. It is targeted at young entrepreneurs, challenging them to prove their business acumen.

For Subway, which claims to be the world’s largest franchise with 38,000+ stores, the activity is a way to engage the youth communities around the world.

This includes those already well established such as the US, UK and Australia through to emerging markets such as China and various African nations. Their goal is to reach 100,000 stores by 2030 in which this campaign was devised as a main objective.

It is also the first 100-plus country online competition, previously outdoing Google with 70 countries.

The five top budding entrepreneurs will win a VIP all-expense trip from anywhere around the globe to Subway HQ in the US to meet the CEO and co-founder Fred Deluca and go on a whirlwind trip of Connecticut, New York City and Washington DC.

Nick Ingate, managing partner of The Projects U.S.A said: “It’s brilliant to see a campaign of this nature target so many diverse countries with such a positive message and unique prize component.”

Entrants will take part by building their own virtual Subway franchise through a online business management virtual offering. Over the campaign they will have to demonstrate savvy across four key areas

1. Building the business – Strategies for the restaurant location, accounting for access to suppliers, analysis of real-world competitors and anticipated market reception

2. Training – Key messages and initiatives for training staff, the development of programs to assess their training and progress

3. Operations – Entrants will submit weekly challenges on operations of the business with the simulator accounting for common issues and challenges Subway franchisees must address

4. Promotion – Effective marketing and communications strategies with an online sales method allowing entrants to generate sales through ‘clicks’ online. They will be expected to show thorough understanding of how various channels can be used in a comprehensive marketing matrix

To play the go to www.ysn.com/subway

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