SANDWICH lovers have been left shocked after the cost of a fan-favourite sub soared over the last decade.
Subway, known for its past meal offerings on six-inch and 12-inch-long sandwiches, has customers in an uproar with recent prices.
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One buyer named Steve Kratzer recently took to social media to share his frustration.
He explained that he was so surprised by the current cost of a sandwich that he almost left the store.
“I have to admit, I stopped at a Subway inside a Walmart while loading my car in the parking lot, and when I saw the prices, I almost walked away,” Kratzer he wrote on X, the social media platform formerly known as Twitter.
“I’m not a Subway or even a fast food person.
“Who is buying this crap at these prices?” he asked before revealing that he even bought a sandwich.
“I bought a 6” sort of turkey and cheese for $9.
Kratzer was responding to another X user who pointed out that Subway sandwich prices seem higher these days, as the chain is no longer running its iconic $1.5 meter promotion.
“$5 footlongs was a short-term promotion from 16 years ago that came about because people were poor and the company was struggling through the recession,” the user said.
It is important to note that inflation rates are also at the root of rising prices.
It is estimated that the total inflation rate from May 2008 to May 2024 is around 45.87%, which means that 1.46 dollars today is worth the same as 1 dollar was worth in 2008.
The $5 foot promotion was first introduced in 2008 after being promoted by Subway’s then-chief marketing officer Tony Pace.
Pace, who died at age 64 in 2022, initially said his colleagues thought the deal price was “too high.”
“I had many colleagues with experience in the category who told me it would never work, because the price was too high,” Pace told the Wall Street Journal in 2014.
“Obviously, they were wrong, because we’ve sold billions of them at this point.”
Although it was a limited-time promotion, fans loved the deal so much that Subway has since brought it back multiple times.
Most recently, the metro network offered the deal in summer 2020.
The company ended up cutting the promotion short after more customers took advantage of the low price than expected.
“While the summer promotion had well above average consumer awareness, largely driven by our largest television media heavyweights since 2015, and the number of consumers taking advantage of the offer exceeded our expectations, we did not see enough incremental traffic to increase franchisee profits,” Subway said in a memo at the time.
Subway did not respond to requests from The US Sun about whether the company plans to reintroduce the promotion soon.
Subway is a remarkably different brand than it was when we began our transformation journey three years ago – and we’re not slowing down.
John Chidsey
Sandwich lovers are not alone in their concerns about high prices.
In fact, subway was called the #1 restaurant with the most expensive sandwich on Eat This.
The food brand and website also named Panera, Firehouse Subs, Jimmy John’s, Jersey Mike’s Subs and Potbelly as chains with sandwiches that are draining customers’ wallets.
Despite the backlash, Subway delivered successful growth in 2023.
Last year, the company recorded a more than 6% increase in same-store sales worldwide.
John Chidsey, CEO of Subway, attributed the growth to the launch of Subway companions – a variety of sweet treats that customers can pair with their foot-long sandwich.
“Sidekicks are a huge hit with guests and the latest proof that Subway is a remarkably different brand than it was when we began our transformation journey three years ago – and we’re not slowing down,” said Chidsey said in February.
“Our consistent positive sales results and renewed enthusiasm from guests around the world are a true testament to the commitment of our team and the changes we have made to all areas of our business.”
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