Subway’s 5-year Business Transformation With Team Fresh

Subway ANZ CMO Rodica Titeica joined the business back in 2020 with an ambition to turn around a decline in local relevance and reinvigorate the brand.

Partnering closely with Publicis Groupe's Team Fresh, the next 5 years were a period of transformation and sustained business growth.

In an interview with Mi3Australia, Titeica, Simone Waugh, MD at Publicis Worldwide Australia and Kate Lippett, Brisbane GM at Zenith Media Australia, discuss the continued focus on 5 core business challenges and how the connected media and creative platform enabled a collaborative focus on growth.

From 2022–24, brand recall surged 40 per cent+ annually, with consideration up 29 per cent, conversation up 237 per cent, and five-year CAGR hitting 41 per cent. Subway has also seen 11.75% growth in average restaurant value (ARV) per week.

L-R: Kate Lippett, Simone Waugh, Rodica Titeica

“We've been able to prove now we are one of the strongest business unit [across all] markets globally. We've had five years of incremental, sustained growth, and there's more sustained growth to come as well.” - Rodica Titieica

"We saw in the market consumers wanted what Subway had walked away from, which was ‘Eat Fresh and Feel Good’… we needed to bring that back and really own it." - Simone Waugh

Read the interview here.