Subway Partners With Beyond Meat — Can This Avert Their Crisis?

Subway has been in a crisis for a few years now. They have been facing a decline in sales, and they had 25% less traffic in 2012. Last year, 1,100 Subway locations closed in the U.S.

Recently, Subway announced its Beyond Meatball Marinara sub, a sandwich they made in partnership with Beyond Meat. The new product would be added to their menu in September, and would be available at 685 locations in the US and Canada for a limited time only.

“Subway appeals to so many fans because we truly offer something for everyone. Our guests want to feel good about what they eat and they also want to indulge in new flavors. With our new plant-based Beyond Meatball Marinara sub, we are giving them the best of both worlds,” said Len Van Popering, Subway’s Chief Brand and Innovation Officer, in a press release.
This is one of the many partnerships Subway has announced in the past few months – seemingly in an effort to come out of recent crisis. Subway is also working with King’s Hawaiian for bread and Halo Top for Subway’s first milkshake offering.
[...]
… With the introduction of the Beyond Meatball Marinara, Subway is the first in this sandwich-focused category to use plant-based meat. They are joining a group of several other QSRs that have recently began testing meat-alternatives — Burger King, White Castle, Carl's Jr., Del Taco, Tim Horton's, and more.
Despite its fall, Subway can get back on it's feet – especially with Beyond's helping hand. Beyond Meat's shares have gained 169.37% since its IPO in May. It has been the stock to watch this year, steadily positive even when the rest of the market goes negative. Beyond Meat was not effected by trade war panic that caused Monday's immense sell-off: the worst stock market drop in 2019. While the Dow fell by 767 points, the Nasdaq Composite by 3.47% and the S&P 500 by 3%, Beyond Meat shares were briefly up in the morning and were down only .66% by close.
Success for plant-based companies like Beyond Meat and Impossible Foods comes with an overall shift in how consumers are eating. According to a NPD Group study that Subway cited, 70% of meat-eaters substitute a non-meat protein in a meal at least once a week. Subway has always aimed to allow their customers to build sandwiches exactly to their liking. What consumers are increasingly liking is meat alternatives.

Hope this move can help Subway get back in the game as quickly as possible.

What are your thoughts on this one?

(Image Credit: Subway/ Wikimedia Commons)


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