Subway's $5 footlong bucks the recession

11/12/2009 | Bloomberg Businessweek

Stuart Frankel, an obscure franchisee from Miami, invented Subway's $5 footlong promotion, helping to turbocharge the fast-food chain's performance and generate $3.8 billion in sales. The idea spread like wildfire, thanks to a catchy jingle and a determined marketing effort, and it spawned countless copycat promotions. "Five dollars is the magic number now," says one restaurant consultant.

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