BLOGS & THOUGHTS

Subway is a fast food restaurant from the United States that sells sandwiches with various fillings. Subway is an American restaurant chain and international food franchise that serves submarine sandwiches. Currently Subway has around 37,540 outlets in more than 100 countries. The main dishes at Subway outlets are rolls, salads, etc., but they also serve soft drinks and local dishes according to the location of the restaurant.

Subway has opened branches in Indonesia around the 1990s, several malls such as Pondok Indah Mall, Taman Anggrek Mall, Plaza Senayan & Bali, etc. However, due to unfavorable market conditions, Subway closed all outlets in Indonesia in October 2000.

In Indonesia, Subway cooperates with PT Sari Sandwich Indonesia which is a subsidiary of PT Map Boga Adiperkasa Tbk (MAPB), this cooperation agreement is intended for the expansion of Subway outlets in the 4th quarter of 2021 to several areas in Greater Jakarta.

For lovers of Korean dramas, it may be familiar to hear the name Subway, because Subway often appears in various dramas because they often collaborate and place products in several places. But this is not solely to create awareness for Subway, according to Subway Country Director in South Korea, Colin Clark in his report in The New York Times, product placement in popular dramas has a positive impact on global sales, especially China, Taiwan and Singapore markets. .

Now that Subway has succeeded in attracting attention in several countries in Asia, Indonesia has become one of Subway's targets for expansion in various countries, especially in Indonesia, because Subway's presence here brings memories of people who used to only be able to enjoy it. abroad, can now be enjoyed in other countries. alone.

In the near future, the FOMO effect will greatly affect the awareness of Subway Indonesia, because the nature of FOMO combined with digital media is able to create a strong e-WOM in the environment and social media platforms, especially Generation Z which is very identical. with gadgets & social media.

Do you think Subway will succeed in attracting Indonesian consumers? or ending like the 2000s ago?

FOMO (Fear of Missing Out) which means the feeling of being “left behind” for not following a certain trend.
e-WOM (Electronic Word-of-Mouth) which means marketing uses the internet to create the effect of word of mouth to support marketing efforts and goals.

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