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Mr. Sub, originally called Mr. Submarine before the 1990s, is a chain of 335 submarine sandwich shops in Canada. The first store was opened in 1968 in Toronto's Yorkville neighbourhood, which was then known for its "hippie" culture.

History
While it was originally the only major retailer of submarine sandwiches in Canada, it now faces competition from American chains such as Subway and Quiznos.

Mr. Sub's slogans were "Lub my Sub", then "Fresh thinking is what we are", "Taste a Canadian Tradition", " It's not a sandwich it's a Sub", followed by "There's always something good going down at Mr. Sub", and finally, "More Than Enough", its present slogan.

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.

On August 18, 2011, MTY Food Group, which has quick service restaurants operating under 26 brand names in Canada and the Middle East, announced that it would acquire Mr. Sub at the end of October 2011 for $23 million. Mr. Sub switched its beverage products to Pepsi-QTG Canada particularly because rivals Subway & Quiznos Canada had products from Coca-Cola Ltd. and new sister Valentine (of which MTY took over in 2010) had served Pepsi products since the late 1990s.

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. In addition, Mr. Sub features a wide range of other products for consumers including, wraps, soups, salads, baked goods, and panini grilled sandwiches. Mr. Sub’s products target all type of consumers, especially the ones who wish to live a healthier lifestyle. The Menu items vary in different parts of Canada, depending on the people’s taste and choice. This is the biggest reason behind Mr. Sub’s success because, they are aware and know exactly how to fulfill their customers demand. Some of Mr. Sub’s signature products include:


 * Assorted Cold Cuts
 * Maple Baked Ham
 * Italian Salami
 * Tuna
 * Meatball
 * Roast Beef
 * Santa Fe Spicy Chicken
 * Smoked Turkey Breast
 * Louisiana Chicken
 * Philly Style Steak & Cheese
 * Great Canadian Club
 * BBQ Rib
 * Pizza Supremo
 * Veggie
 * BLT
 * Grilled Chicken
 * Breaded Chicken
 * "Montreal Style" Corned Beef

Marketing
Mr. Sub tries to reach its consumers through a number of different marketing channels. Some of the marketing methods that Mr. Sub has adapted into its operations include: Commercial advertising, strategic partnerships with the country’s most visible sports franchises, national promotions, and ongoing in-restaurant campaigns. Such marketing initiatives allow Mr. Sub to interact with their large and growing consumer base. Mr. Sub frequently tries to change its campaigns and promotional activities. Recently, it has started the “Real Canadian Campaign”. Mr. Sub has launched a playful new TV campaign that reminds consumers of the brand’s proud Canadian identity. The point of the campaign is to inform the consumers of their Canadian roots. “We wanted to highlight the personality of our Canadian company,” said Rita McParland, vice-president of marketing at Mr. Sub. Mr. Sub wants its Canadian consumers to be able to relate to the brand. Rita McParland believes that such promotional campaigns will help Mr. Sub remain strong against U.S.-based giants like Subway, Quizno, and others.

Community Involvment
Apart from making great tasting food, Mr. Sub also contributes greatly to the community. In recent years, Mr. Sub has donated to several different charities including the United Way; as well as many health organizations. Mr. Sub has also been known to support cancer awareness, and helped raise over $40,000 towards the campaign. In addition, Mr. Sub takes great pride in being an active supporter of youth and education, and has contributed greatly. Mr. Sub has been granting 25 scholarships at 25 schools from coast to coast each year. Also, many of Mr. Sub's franchisees are proud sponsors of sports teams that exist in their communities.