The quiet comeback of a sandwich giant
There was a time not too long ago when Subway seemed to be losing its footing. Once the king of fast, fresh sandwiches, it slowly began to fade into the background. Stores were closing, brand buzz had dimmed, and customer excitement? Practically gone cold.
But then something shifted.
A subtle yet intense move was starting to come to fruition in the background at the start of this year, and it’s already causing ripples. Greg Lyons, a seasoned marketer with years of experience in creating robust beverage brands for PepsiCo, was recruited by Subway. Not only to mend problems, but to drive a complete overhaul. The timing could not have been more theatrical when he took on the global CMO role. This wasn’t about slapping a new tagline on an old campaign. It was about rewiring the engine.
And at the heart of it all? A bold and focused guest-centric marketing strategy.
New leader, new direction, same core question: what do guests actually want?
Greg Lyons didn’t come in to repeat what had been done before. He brought with him the kind of experience that doesn’t rely on guesswork. Years of leading brands like Mountain Dew and Gatorade had shown him how to connect with massive, diverse audiences — but also how to zoom in on individual needs and behavior. That’s what Subway needed.
It’s easy to forget, but Subway was once ahead of its time — marketing itself as a healthier option in a fast food world ruled by deep fryers and drive-thrus. Now, to stay relevant, it needed more than a good-for-you message. It needed to listen. It needed to adapt. And that’s where this guest-centric marketing strategy comes in.
Instead of broadcasting messages to the masses, Subway has started zeroing in on insights from real people — their food habits, their digital behaviors, what they’re craving (literally and figuratively). This shift in approach is subtle from the outside, but under the hood, it’s transforming everything from menu development to campaign messaging.
A new creative team with one job: Make people feel seen
Subway didn’t just stop at hiring a new CMO. They handed the creative keys to Leo New York — an agency newly formed from Publicis Worldwide and Leo Burnett. That alone says a lot: they didn’t want business-as-usual. They wanted energy. They wanted storytelling. They wanted connection.
The collaboration between Leo and Subway is designed to bring the guest-centric marketing to life — not just in TV spots or digital ads, but in how the brand shows up every day. And it’s already showing results. Ads are sharper, more self-aware, and finally starting to speak to the kinds of people walking into their stores today — not just the ones from 10 years ago.
From updated store designs to menu revamps and digital ordering upgrades, everything is being aligned to one mission: make the guest experience better — not just more efficient, but more meaningful.
What early wins are showing us — and why it matters
Let’s talk results. It’s still early, but signs of life are clear. The brand’s tone is evolving, there’s renewed energy in its digital presence, and Subway has become one of the most-talked-about QSR brands in the last few months. Franchisee relationships are stabilizing. Store updates are happening faster. Sales in select markets have started to tick upward.
None of this is accidental. It’s the result of leaning into a guest-centric marketing strategy and committing to it across the board. And if you’re a founder, marketer, or brand leader reading this, there’s a powerful takeaway here: reinvention doesn’t always mean blowing everything up. Sometimes, it means zooming in closer. Paying attention to who your audience has become, not who they used to be.
What entrepreneurs can learn from Subway’s new phase
Here’s the big lesson: your brand isn’t just about your product. It’s about how your customer feels when they engage with you. Subway is proving that even a legacy brand can reset the tone and become relevant again — but only if it listens first.
So ask yourself:
- Do you know what your customer wants today, not last year?
- Are your marketing efforts built around your product, or around your audience?
- When was the last time you refreshed your creative approach — not just the visuals, but the voice?
Following a guest-centric marketing strategy doesn’t require a big budget or a global team. It starts with empathy. It starts with observation. And it grows from there.
It’s not about being perfect, it’s about being real
Subway isn’t trying to be something it’s not. It’s leaning into what it does best — fast, customizable food — but now it’s wrapping that offering in better storytelling, clearer insights, and a stronger brand experience.
That’s the true power of a guest-centric marketing strategy. It puts the customer back at the center of everything — not just as a buyer, but as a partner in the brand’s journey. And in a world where attention is fleeting and loyalty is earned moment by moment, that’s not just smart—it’s necessary.
FAQ’s
- How can I start making my marketing more guest-centric?
Begin by genuinely listening to your customers—understand their needs, preferences, and feedback to tailor your strategies accordingly.​ - What’s a simple way to align my brand with a guest-centric approach?
Ensure every customer interaction reflects their values and expectations, creating a consistent and personalized experience.​ - How do I measure the impact of guest-centric marketing?
Track customer satisfaction, engagement, and loyalty metrics to assess how well your strategies resonate with your audience.