Eat fresh, Latin American: Subway's success translating a global brand to local consumers in Latam
Gabriel Aleixo and Ingrid Rivera
View the presentation deck for this paper
Preface
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 the life of millions of consumers from different nationalities and cultures, with a consistent brand promise of healthy, fresh and affordable casual food. This paper explores this...