Doctor's Associates Inc.: Jared Fogle campaign

Rayna Bailey

In the late 1990s, despite being the leader in the submarine sandwich fast-food niche with an estimated 27 percent market share, Subway sandwich shops' sales were flat and showed no signs of improving.

Doctor's Associates Inc.: Jared Fogle campaign

Rayna Bailey

OVERVIEW

In the late 1990s, despite being the leader in the submarine sandwich fast-food niche with an estimated 27 percent market share, Subway sandwich shops' sales were flat and showed no signs of improving. That changed, however, when one of the chain's loyal customers, an overweight Indiana University senior named Jared Fogle, took the chain's promise of serving healthy, low-fat sandwiches to heart and went on a diet of Subway sandwiches. The "Subway Diet" was a success—Fogle lost 245 pounds eating the chain's sandwiches twice a day—and Subway had a new spokesman...

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