At Broad Street Licensing Group (BSLG), our passion is helping well-known businesses connect with customers in meaningful ways.
When Subway, one of the largest and most recognized restaurant companies in the world, asked us to expand their brand beyond the restaurant space, we saw an incredible opportunity. Our goal was to bring Subway’s identity to life at retail while enhancing its reputation as a food and lifestyle brand.
The Challenge
Subway wanted to connect with its fans in new and creative ways by creating branded products available in retail stores. Products that could be purchased by consumers and used at different times at home. The challenge was to ensure these products reflected Subway’s core values and delivered the same level of quality and freshness that customers expect in every sandwich. This required a complex, strategic strategy to licensing tailored specifically for the Subway brand.
Our Solution
BSLG developed and implemented a two-tiered licensing program focused on both the food and lifestyle categories. We negotiated licensing deals across a wide range of categories, including toys, collectibles, food, clothing, and health and beauty (HBA). Every collaboration was carefully selected to complement Subway’s vibrant, innovative, and well-known brand identity. We created unique consumer touchpoints, allowing fans to engage with Subway in their daily lives, from snacks to wearable items.
The Outcome
The licensing program was a huge success. Subway’s branded goods didn’t simply appear on store shelves – they made a statement. These products reinforced Subway’s position as a food and lifestyle brand, extending its reach into households across the country. The program boosted brand loyalty and attracted a broader audience by creating new opportunities for customer interaction and engagement.
The Significance
At BSLG, we believe licensing is more about creating experiences that resonate with customers, rather than simply producing branded products.. Our partnership with Subway demonstrates how a well-executed licensing strategy can enhance brand equity and open new markets. By transforming Subway’s core identity into innovative product categories, we’ve shown that even the most iconic brands can broaden their appeal and strengthen their customer relationships.