KAMIST

[The Return of Subway]

Hello Optimist People!

We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing.

[The Return of Subway]

Subway, an American restaurant chain, has promised “product innovation” as part of its re-opening in Indonesia, which is set for the fourth quarter of this year, according to the top executive of the fast-food brand’s local partner. Cottan said, “We will be focusing on product innovation to offer new and improved ingredients, as well as flavorful menu items that complement our traditional favorites.”

Back in December 2020, Subway’s news which said they’ll launch very soon has already astonished Indonesian netizens. Regrettably, the information turned out to be erroneous. However, Google searches for “Subway Indonesia” spiked during the hoax’s first week. “Yes, this isn’t another prank” reads the description on their first debut in Instagram, satirizes last year’s hoax. The account’s debut post, which featured a footlong sandwich and the hashtag #WhatSUBIndonesia, had already received over 415,000 views.

The restaurant is ultimately planned to open in the latter quarter of 2021 in the Greater Jakarta area, nearly eight months after the hoax. Despite the fact that the official launch date is still months away, netizens have expressed excitement at the news that Subway is returning to Indonesia. Do you think Subway’s can compete with well-known fast food restaurants that have become dominant in Indonesia?

Source: The Jakarta Post

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

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