Abstract:

Subway, the world's biggest restaurant company by number of outlets, is an excellent example of a successful regional expansion of an American company into Latin America. With more than 4,400 restaurants in over 30 countries in the region, Subway became a part of life for millions of consumers from different nationalities and cultures, with a consistent brand promise of healthy, fresh and affordable casual food. This paper explores this success story, showing how market research had a central role in this process, allowing the company to use a new model of consumer behaviour to understand their brand choices and produce actionable marketing plans.