SUBWAY

It is a well-known fact that the environment in which a service is executed is important. The
physical environment or the Servicescape provides cues about the quality and character of the
service quality and character of the service, cues that consumers look for both before and
after buying and that affect their experience of it.

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Elements of Physical Evidence Facility Exterior:

Subway sandwich restaurants are often simple eat outs using minimal architecture and
traditional branding with yellow and white shades. The facility exterior often gives a look of
freshness and is located amidst other eateries in food courts of malls or recreation centres.

Signage:

The signage at every Subway store is uniform as per international standards. The store size is
generally small and hence there is no room for enough glass branding. Unlike McDonalds
and other fast food restaurant chain, Subway doesn’t have extensive branding on door panels
and windows. It tries to keep it simple with a local branding depending on the city in which it
operates.

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Facility Interior:

The size of any Subway outlet is small in relation to other fast food restaurant chain which
operates in India. Also, since Subway outlets are located in multiple eatery zones, they do
not have an exclusive seating arena for its patrons. However, the exclusive Subway stores has
minimal seating arena.

The in-store lighting is sufficient however not exclusively bright as seen with McDonalds.
The colour scheme used in all subways is Green depicting a sense of Freshness. Most of the
subway outlets have the aroma of freshly baked cookies that draws one towards it.

The employees have a proper uniform and our courteous. Also, the person who takes your
order is the same one who prepares your Sub thus allowing more time for interaction. Since
every Sub is customized as per the customer it takes time.

“Young and Cheerful” design concept is a progressive, youthful, and energetic environment
with open views for social interaction. All Subway outlets are small and precise with proper
arranged big counters and passages with appropriate signage for seating arena, lavatories, wet
floor and food counters. Subway also has a Made for You food preparation platform similar
to that of its peers. MFY is a unique concept (cooking method) where the food is prepared as
the customer places its order. This cooking method has helped Subway further strengthen its
food safety, hygiene and quality standards.

Subway also has illuminated Menu boards that offer a mix of both vegetarian and non-
vegetarian burgers along with other savouries and drinks.

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Subway also has proper queues for placing order and often there is an executive who assists
you in order placing. Also, Subway gives various offers for children thus making them
wanting to come back.

The other visible cues are colour, lighting, in-store music, employee uniforms and trays with
literary.

Subway has ample in store lighting and directly influences an individual’s perception of the
definition and quality of the space, influencing his or her awareness of physical, emotional,
psychological, and spiritual aspects of the space. The bright Subway stores ensure prompt
handling and evaluation of products. In all Subway stores the smoothness and efficiency with
which orders are taken is perceived as more pleasant than other fast-food environments.

The colour scheme that Subway uses exhumes cheerfulness and warmth.
Green depicts vibrance, cheerfulness, freshness while yellow depicts friendliness and
brightness.

At Subway, music is a positive auditory cue stimulating specific consumer behaviour and
emotions. Music appears to influence buyer-seller interaction. There is audio played about the
latest offers and products. Also, a balance and constant sound creates a pleasant sound
environment.

All employees at Subway wear uniform which includes the green Subway golf shirt, Subway
hat or visor, black apron, black slacks or black jeans, black shoes (socks must be wore with
shoes) and a nametag. Employees are also trained with appropriate soft skills to address
customers. Every employee or front-line executive greets the customer and exchanges
pleasantries.

SUBWAY visits by our Team

Delhi –

 Its located at Central Delhi, connected all parts (north, south, east, west ) Delhi

 Densely Populated

 Its around Delhi University which makes it a student hangout place.

 Near metro station

 Spacious

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  Proper hygiene maintained as compared to other Subway’s

 Most popular and populated subway of Delhi

 Parking areas for 4-wheeler as well as 2-wheeler

Indore

 Not that populated and COVID has made the visits by locals even scarce

 Less employees

 Less popular as compared to other subways in Indore

 This is also a proper shop

 Not in the centre of city

 Parking area for only 2-wheeler

Hyderabad

 Inside a mall

 Moderately populated as situated near food court

 Parking space was inside mall

 High competition as other QSR’s are side by side

 Near Nizam College so frequently visited by college students

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 Roles of Servicescape (Peer Comparison)

McDonalds Subway
Package Strong visual metaphors, right from its Visual metaphors in the form of wrapping
outlets to the employees to the trays to paper, beverage

ketchup cups cups.

Facilitator Well-designed outlets with appropriate with Small outlets or kiosk with minimal signs
signs, appropriate ventilation and and few seats.

proper seating arena

Socializer The goal of being the customers “third place” More of a restaurant to have a quick bite.
is achieved with comfortable chairs, children
play arena for customers

to interact
Differentiator Red and Yellow colour scheme along with Regular branding
McDonald branding to differentiate

from others.

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