Subway Sub of the Day strategic pricing

$3 Sub of the Day

The Challenge

Subway® franchisees in the Raleigh area wanted to identify a compelling offer that would compete in a price-sensitive marketplace. They needed an aggressive, yet profitable promotion to motivate consumers.

The Solution

The Asher team, working collaboratively with the local franchisee board and corporate partners, developed a Sub of the Day (SOTD) line-up that balanced popular subs with cost-efficient flavors. This line-up was designed to encourage light and lapsed users to visit Subway® more often, to build frequency and increase traffic.

The campaign included the following services and deliverables:

  • In-restaurant POP materials
  • Digital and social media advertising
  • Television and radio broadcast spots
  • Media planning and buying
  • Public relations outreach
Subway Sub of the Day deal in Raleigh
Subway, $6 Meal of the Day In-Store Signage


In the first two months of the promotion, AUV increased +4.5% and traffic grew +6.7%. Based on the compelling SOTD results, Subway® Restaurants embraced the concept and wanted to implement it on a national level (changing it to $3.50 SOTD to accommodate higher COLA markets). Asher then pitched and was awarded the opportunity to develop and produce all broadcast creative for the National $3.50 SOTD campaign.

By building a customized campaign based on strategic pricing, we secured a win beyond driving profitable foot traffic for Raleigh: we helped develop a brand differentiator that was implemented for years to come.

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Asher is proudly certified as a Women’s Business Enterprise by the State of Indiana. We are committed to supplier diversity by corporations and government agencies and happy to be certified to add diversity to your supply chain.

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