Mr. Sub

Mr. Sub (stylized MR.SUB), originally called Mr. Submarine before the 1990s, is a Canadian chain of over 200 submarine sandwich shops.[3] The first store was opened in 1968 in Toronto's Yorkville neighbourhood, which was then known for its "hippie" culture.[3]

MR.SUB
TypeSubsidiary
IndustryFast food
FoundedYorkville, Toronto, Ontario, Canada (1968 (1968))
FoundersJack Levinson and Earl Linzon
HeadquartersToronto, Ontario, Canada
Number of locations
222 (2015)[1]
Area served
Canada
India
Saudi Arabia
United Arab Emirates
ProductsSubs
Salad
Soup
Baked goods
Revenue C$11.3 million (2015)[1]
ParentMTY Food Group
(2011–present)[2]
Websitewww.mrsub.ca
A Mr.Sub restaurant in Mississauga, Ontario operating inside a former Red Barn restaurant location.
Mr.Sub restaurant in Richmond Hill, Ontario.
Mr.Sub restaurant in Markham, Ontario

As of 2015, Mr. Sub has seven restaurants across India, one in Dubai,[4] and one in Saudi Arabia with the rest being located in Canada.

History

Mr. Sub was founded in Toronto, Canada, in 1968 by two friends, Jack Levinson, an accounting clerk, and Earl Linzon, a gym teacher,[5] with $1500 start-up capital.[3] The founders aimed to sell quality food; serve it fast; make it fresh; and above all, give customers value for their money.

The first Mr. Sub restaurant, then called Mr.Submarine, opened at 130 Yorkville Avenue, on the ground floor of a converted Victorian row house. After a positive response, the two founders opened a second restaurant five months later.

In 1972, Mr. Submarine sold its first franchise, and officially became Mr. Sub in 1990.[3]

After the mid-1990s Mr. Sub went into decline, due to introduction of the Subway franchise in Canada. There was speculation in 2005 that Michael Bregman, the former owner of the Second Cup coffee chain, was contemplating a purchase of the chain. Other names floated as possible suitors have included Swiss Chalet parent Cara Operations and KFC operator Priszm Canadian Income Fund. The doughnut chain Country Style was briefly interested in MR.SUB in 2005.[6]

On August 18, 2011, MTY Food Group, which by then owned Country Style, announced that it would acquire Mr. Sub at the end of October 2011 for $23 million.[7]

Mr. Sub was originally the only major franchise retailer of submarine sandwiches in Canada, until the arrival of American chains such as Subway. It now faces stiff competition from several quick service brands, surviving in small towns/countryside market, and regular take-out places that have always served the sandwich.

Products

Mr. Sub's main product is the submarine sandwich (or "sub"); a long roll, similar to a baguette, filled with meat, cheese, sauces, and vegetables. Other products include, wraps, soups, salads, baked goods, and panini grilled sandwiches.[8] Mr.Sub also purveys some signature products.[8]

Marketing

Mr. Sub uses various marketing channels. Some of the marketing methods that Mr. Sub has adapted into its operations include: Strategic partnerships with the country's most visible sports franchises, national promotions, and ongoing in-restaurant campaigns.[9]

Such marketing initiatives allow Mr.Sub to interact with their large and growing consumer base. Mr.Sub occasionally tries to change its campaigns and promotional activities. It made use of the very relaxed marketing approach and slogan known as "Oh Canada, Oh Mr. Sub!". Mr. Sub had launched a TV campaign that reminds consumers of the brand's Canadian identity.[10] "We wanted to highlight the personality of our Canadian company," said Rita McParland, vice-president of marketing at Mr. Sub.[10]

The following slogans, in chronological order, have been used by Mr. Sub: "Lub my Sub"; "Fresh thinking is what we are"; "Taste a Canadian Tradition"; "It's not a sandwich it's a Sub"; "There's always something good going down at Mr. Sub"; and "Oh Canada, Oh Mr. Sub". The business' current slogan is "Yours Since 1968".[11]

In 1982 a Toronto store was used as a filming location for the TV movie “When We First Met” starring child star Amy Linker from NBC’s Square Pegs.

See also

References
  1. "Annual Report 2015" (PDF). MTY Group. Retrieved 2016-09-19.
  2. "Our Brands". MTY Food Group Inc. Retrieved 2016-09-19.
  3. "About Us". Mr.Sub. Retrieved 2014-08-22.
  4. "International Locations". Mr.Sub. Archived from the original on March 16, 2016. Retrieved 2016-09-19.
  5. Bateman, Chris (2015-03-15). "That time Mr. Sub captured our hearts with hoagies". blogTO. Retrieved 2016-09-19.
  7. "MTY buys Mr. Sub for $23M in cash". CityNews. 2011-08-18. Retrieved 2016-09-19.
  8. "Mr. Sub's Menu". Mr.Sub. Archived from the original on 19 March 2013. Retrieved 4 April 2013.
  9. "Mr. Sub's Marketing activities". Mr. Sub. Archived from the original on 2 December 2012. Retrieved 4 April 2013.
  10. Lewis, Carly. "MR. SUB TV CAMPAIGN CELEBRATES CANADIAN IDENTITY". Marketing Mag. Retrieved 4 April 2013.
  11. "Home". Mr.Sub. Retrieved 2016-09-19.
  • Mr. Sub homepage
  • Government of Canada Source Concerning Meat Recall, 2013
  • Meat Recall, 2008
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