Subway, like many fast-food giants, has been working to attract budget-conscious customers with discounts and meal deals. However, one of its latest offerings, the $6.99 Meal Deal, is being phased out earlier than expected. While the promotion aimed to drive sales and traffic, Subway is now pivoting to a new strategy. Here’s everything you need to know about the sudden change and what’s replacing it.
What Was the $6.99 Meal Deal?
Launched on November 3, the $6.99 Meal Deal allowed customers to order a six-inch chef-crafted or custom sub, a small fountain drink, and a choice between chips or two cookies for a budget-friendly price. It was marketed as a value option for customers seeking a complete meal at a competitive price.
Initially, Subway planned to keep this deal available through late December, making it a staple for the holiday season. However, plans have shifted.
Why Is Subway Ending the Deal Early?
According to Restaurant Business Magazine, Subway found that the $6.99 Meal Deal wasn’t delivering the results it had hoped for.
Subway aimed to increase customer visits and boost profitability at the restaurant level. While the deal did perform well in initial market tests and reached its redemption targets, it fell short of achieving the broader goals Subway had set.
In a message to its operators, Subway explained:
“The Meal Deal was designed to help drive a lift in traffic, sales, and, ultimately, restaurant-level profitability, and delivered on these objectives during the market test. While the national Meal Deal promotion is delivering the expected number of daily redemptions, overall, the promotion is not driving the anticipated results.”
As a result, the in-restaurant offer will no longer be available starting Wednesday, November 27.
The Deal Lives On Digitally
For fans of the $6.99 Meal Deal, there’s a silver lining: the promotion will continue to be offered through Subway’s digital platforms, such as the app or website, until December 26.
This move reflects Subway’s growing focus on digital engagement, an area where the chain has seen increasing customer participation.
What’s Next?
Starting November 27, Subway will introduce a new digital promotion: a 20% discount on any sub. This offer will be available exclusively online and through the app and is set to run through January 5.
The new promotion aligns with Subway’s broader strategy of offering digital-exclusive deals to drive online orders and enhance convenience for customers.
Subway’s Approach to Value
In a statement, Subway emphasized that its approach to promotions is grounded in balancing customer needs with franchisee profitability:
“Subway’s approach to value is thoughtful and strategic, leveraging data to help balance consumer needs while protecting franchisee profits. We continuously test new value platforms aimed at helping drive profitable traffic and encouraging repeat visits.”
This adaptability allows Subway to quickly pivot when a promotion doesn’t meet expectations.
What This Means for Customers
For customers who enjoyed the $6.99 Meal Deal, the early discontinuation in stores may come as a disappointment. However, the continuation of the offer online provides an alternative for those who still want to take advantage of the deal.
Meanwhile, the new 20% discount on subs offers flexibility, allowing customers to choose any sandwich at a reduced price. This shift could attract customers looking for more customization options without committing to a bundled meal.
Conclusion
Subway’s decision to end the $6.99 Meal Deal early is a testament to the fast-paced, data-driven nature of the fast-food industry. While the promotion succeeded in part, it didn’t meet Subway’s broader goals, prompting the chain to pivot to a new strategy.
For customers, this means more digital offers and continued savings, even if it comes in a different form. If you’re a Subway fan, be sure to check out the new 20% discount starting November 27 and stay tuned for more promotions in the future.
FAQs
1. Why is Subway ending the $6.99 Meal Deal early?
Subway found that while the deal performed well in terms of redemptions, it didn’t achieve the broader goals of increasing traffic and profitability as expected.
2. Can I still get the $6.99 Meal Deal?
Yes, but only through digital platforms like the Subway app or website. The deal will remain available digitally until December 26.
3. What is replacing the $6.99 Meal Deal?
Subway is launching a 20% discount on any sub as a digital offer starting November 27. This promotion will run until January 5.
4. Why are these deals only available digitally?
Subway is focusing on digital platforms to enhance convenience for customers and encourage online orders, which are increasingly popular.
5. What other promotions can I expect from Subway in the future?
Subway frequently tests new value offers and promotions. Stay updated by checking their app or website for the latest deals and discounts.