STOPPRESS
Subway announces new partnership with Irish retailer, Applegreen
The Subway brand has announced a new partnership with Ireland’s independent forecourt retailer, Applegreen. The deal will see new Subway stores open this year in two of Applegreen’s leading service station locations, Uckfield in East Sussex and Gorey in the Republic of Ireland, with more sites due to open later this year. The Subway brand currently has more than 1,600 stores in the UK and Ireland, over 300 of which are open or in development in non- traditional locations, such as on forecourt sites or within convenience stores.
The latest partnership with Dublin-based
Applegreen – which operates 95 sites in the UK and Ireland – highlights the strength of the Subway brand in the UK and Irish quick- service restaurant market. Trevor Haynes, area development manager, Subway UK and Ireland commented: “We are delighted to be working with Applegreen across its UK and Irish retail portfolio. It’s a great
Embracing social media
Research released today by EPiServer, an innovator in multichannel digital marketing and e-commerce software, revealed that only one in 10 UK businesses effectively measures the ROI of their social media outreach, in spite of the fact that more than half have increased their investment in the area over the last 12 months. All figures point towards continued growth of the uptake of social media by British brands, however the vast majority are still clearly struggling to measure its impact. The EPiServer study reveals the opinions of 250 UK marketing decision markers and offers a full overview of participation on social media channels and communities by UK businesses. Over the past year, almost a third (29 per cent) of UK businesses have set up a new social media channel and 52 per cent have increased the amount of time dedicated to managing social media. One in five also expect to further increase their social media investment in the next 12 months.
Despite the fact few businesses are measuring their return on investment effectively, many companies report that they have seen tangible benefits from their social media outreach. A quarter of businesses reported that they have seen an increase in website traffic, while one in five (21 per cent) attribute increased sales turnover to the active use of social media. Just under a third (30 per cent) also said they’ve experienced increased customer loyalty and 31 per cent reported heightened
opportunity for the Subway brand to continue its expansion into key forecourt locations and to offer customers calling in at the forecourt a choice of Subway subs, wraps and salads. “We are seeing a great deal of demand for Subway stores on forecourts and within convenience stores at the moment, due to the simple operations, alongside minimal space and equipment requirements; it means that our stores are uniquely suited to non- traditional sites.”
Adrian Grimes, head of food at
Applegreen, added: “We are delighted to be starting a new partnership with the Subway brand. Applegreen is well known for providing good value, high-quality food and coffee on the go. The Applegreen food team is also constantly looking for innovative solutions to help our busy customers through their day. Therefore, with its convenient, fresh approach, a Subway store was a natural complement to our existing forecourt offer.”
customer engagement. Maria Wasing, VP of marketing Europe and sales operations at EPiServer, commented: “While an increasing number of businesses are embracing social media, there are clearly areas for improvement if they are to take full advantage. Managing social media can be challenging and time-consuming, so it’s vital to put in place a dedicated resource, along with the right tools and platforms to ensure multiple channels can be updated and managed with ease.”
Franchisor News | 7
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