Fast food restaurant franchise Subway has decided to discontinue the $6.99 value deal earlier than expected. The reason behind the abrupt ending is that the deal has not been getting the desired results. It did not attract enough buyers to continue for another month.
The fast-food giant launched the $6.99 deal keeping in mind National Sandwich Day, which falls on November 3. This exciting deal presented customers with a six-inch sub, a drink, and a packet of chips, or two cookies.
The restaurant’s corporate office sent out a notice to its operators stating that the $6.99 deal would end on November 27, 2024, and not December 26, 2024, as previously decided upon. Nevertheless, it will still be available through Subway’s digital channels. According to the memo,
“The Meal Deal was designed to help drive a lift in traffic, sales and, ultimately, restaurant-level profitability, and delivered on these objectives during the market test.”
The fast-food chain noted that although the national Meal Deal promotion met daily redemption expectations, it has not achieved the desired overall results. As a result, they planned to transition to a digital offer of 20% off any sub ordered through their app until January 5, 2025.
According to Restaurant Business, Subway stated that it adapts value offers as needed, emphasizing a data-driven approach for balancing customer preferences and franchisee profitability.
The company highlighted its ongoing efforts to test value platforms that drive traffic and repeat visits while addressing feedback and making adjustments to benefit franchisees, customers, and the business.
Subway’s $6.99 meal deal offered customers quality flavors at an affordable price
When the meal deal was announced, Douglas Fry, President of the North American division, emphasized the importance of providing customers with quality and flavor at an affordable price. He highlighted the $6.99 Meal Deal as a value-driven offering that ensures guests can enjoy their meals with confidence and satisfaction.
Subway has faced challenges with franchisee resistance to value deals, contributing to the closure of around 7,000 U.S. locations since 2015. Despite hopes that the Meal Deal would perform well, its results fell short. After analyzing data and consulting franchisees, the company decided to discontinue the promotion.
The U.S. sales increased by 2% in 2023 compared to the previous year, according to Technomic. CEO John Chidsey, who led the chain since 2019 and oversaw its $9.55 billion sale to Roark Capital, announced his resignation effective year-end but will remain as a consultant for international growth.
Meanwhile, interim CEO Carrie Walsh, Subway’s Europe, Middle East, and Africa president, will lead while the company searches for a successor. The fast food chain plans to expand with commitments for 10,000 new franchise locations, many internationally, according to The New York Post.
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Keeping in mind the holiday season, Subway Canada has introduced a limited-time Footlong Gingerbread Cookie, alongside Red Velvet cookies at U.S. locations. The Double Chocolate Peppermint Footlong Cookie features double chocolate dough, peppermint extract, chocolate and white chips, and candy cane pieces. Priced under $5, it comes warm in festive packaging.
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