Eat fresh, Latin American: Subway's success translating a global brand to local consumers in Latam

This paper comprises an extended case study of how Subway, the US sandwich retail franchise, successfully expanded into Latin America, establishing over 4,400 restaurants in over 30 countries.

Eat fresh, Latin American: Subway's success translating a global brand to local consumers in Latam

Gabriel Aleixo and Ingrid Rivera

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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 bec

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