Subway owner turns $5 menu into national phenomenon
A Miami Subway owner's decision to sell foot-long subs for a discounted $5 on Saturdays and Sundays to boost weekend sales has resulted in a national phenomenon that has netted $3.8 billion in sales for the chain. The success of the $5 menu raised Subway's sales by 17% last year and helped it become one of the top 10 brands in the United States, according to NPD Group.
Bloomberg Businessweek
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This story published in National Restaurant Association SmartBrief on 11/06/2009
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