Part 5/9:
In an attempt to capture a broader customer base and compete effectively in a changing market, Subway ran into the problem of pricing. The famed "$5 footlong" began as a promotion but soon became part of the chain's identity, only to be abandoned by 2018 due to rising supply and operational costs. This left a glaring void in consumer perception and sentiment.
By the early 2020s, footlongs had escalated in price to between $7 and $15, drastically shifting the value equation for loyal customers. The once-humble sandwich now commanded a price point that many felt was unjustifiable when better options were available in the marketplace.