- +50%
Increase in sales
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About Subway
Subway is one of the world’s largest and most recognized quick-service restaurant (QSR) brands, known for its freshly made-to-order sandwiches, salads, and wraps. With a global footprint of over 100 countries, Subway is a dominant player in the fast-casual dining space, catering to millions of customers daily.
The challenge
Subway, a globally recognized QSR brand, had strong international brand equity but faced challenges in local market resonance across the Middle East and North Africa. Specifically in Egypt, consumer attention was skewed toward aggressive local competitors and fast-growing regional food trends.
The local franchisee needed to:
Localize global brand assets to resonate with Egyptian audiences
Drive in-store traffic and delivery orders through digital media
Shift perception from “foreign fast food” to “fresh & relatable”
Services Used:
STRENGTH IN NUMBERS
Business impact
| Metric | Before Udjat | After Implementation | Growth |
|---|---|---|---|
| Instagram Engagement Rate | 1.2% | 4.7% | +291% |
| TikTok Launch | Not active | 15K followers + viral sandwich video (1.2M views) | ✅ |
| Delivery Platform Redemptions (via promo codes) | Baseline | +38% | ✅ |
| In-store Sales Uplift (select branches) | +3% MoM | +11% MoM avg. | +267% growth |
Instagram Engagement Rate
15k Followers
Delivery Platform
Esteemed digital marketing solutions
Udjat created a glocal (global + local) strategy — blending Subway’s international brand structure with region-specific creative content, humor, and cultural touchpoints.
1. Localized Social Voice
We transformed the brand’s social presence from generic posts to a daily digital flavor that felt local:
Arabic-first content with street-savvy tone and visual language
Incorporation of local slang, memes, and food humor
Regionally specific campaigns (e.g., “El-Sob7 3andak Eh?”, Ramadan Suhoor Combos, Exam Season Boost Meals)
2. Performance-Focused Campaigns
We launched targeted campaigns tied to delivery apps (Talabat, ElMenus, etc.) and store footfall drivers:
Geo-targeted ad sets within a 5km radius of each store
Exclusive “Buy 1 Get 1” and “Combo of the Month” activations
UGC-driven contests (e.g., “Your Weirdest Subway Creation Wins”)
3. Visual Storytelling & Content Studio
Produced branded Reels & TikToks showcasing sandwich building in ASMR style
Highlighted Subway staff, Egyptian customers, and meal hacks
Designed Arabic packaging stickers & tray liners for limited campaigns
“Numerique has become an extension of our marketing team. They provide us with a robust digital strategy that we wouldn’t have been able to achieve without their support. Our marketing team is small, but with Numerique, we can accomplish so much more.”
- Search engine optimization (SEO)
- Pay-per-click (PPC) advertising
- Social media
- Web design
