Ask: Make Subway relevant to Gen Z. (Broad, I know. So we decided to give them a range of options)
Goal: Through relevant, trendy and nostalgia-driven storytelling, position Subway as the brand Gen Z craves, whether they’re looking for comfort food or a fresh, healthy option.
Role: Design Lead (and teacher of all things AI)
The Research
We conducted a nationwide survey in November, garnering over 1,973 responses.
We found that Gen Z wasn’t going to Subway because of nutrition, cleanliness, and taste concerns.
Only 11% of respondents had used the Subway app, and when we looked at it, it looked like a construction site.
87% of respondents didn’t recall seeing Subway’s social media content, and the 13% who had described it as “generic,” “forgettable” and “nothing special.”
Finally, we asked if the “Eat Fresh” slogan rang true for Subway on a scale of 1 to 10. The average answer was 5.1.
Executions
