Turning Geography into Affordability

Client: Subway

Subway is a quick-service restaurant (QSR), a crowded category of burgers, coffee, fried chicken and sausage rolls – all delicious, and often impulsive, craveable food choices. Despite offering menu items from just £2.50, Subway under-indexed on affordability perceptions vs. competitors.

Recognising that affordability is a mindset, not an interest, we reimagined how Meta could be used by shifting from interest-based targeting to location-led geo-segmentation.