1. Case Study of SUBWAY Jordan Norris 7638663
Store Atmospherics
Case Study of SUBWAY
Jordan Norris

2. What are store atmospherics?
Odours
Music
Colour scheme and decor (visual appeal)
Merchandising
Social Setting

3. Quick and nutritious meals Have an emphasis of freshness
Formed in 1965
Began franchising in 1974
Quick and nutritious meals
Have an emphasis of freshness
Meals for the whole family
Have 43,385 restaurants worldwide
Figure 1 – (Verde Building Corporation, 2007)
(Subway.2015)

4. Order is made in front of customer
The Subway Store
Customer makes an 0rder
Order is made in front of customer
Customer is billed

5. The Subway Store Ordering Point of purchase Entrance
Figure 2 – (Mark 2011)

6. Odours
Odour is an important stimuli in generating a desired response from consumers through olfactory
Subway aims to increase appetite
With bread baked in store multiple times a day, they are able to sustain an aroma that generates a hunger response in customers
Also reinforces the companies emphasis on freshness
(Matilla, A.S 2001)

7. Music Music is useful in dictating the mood of the store
Can be a point of differentiation amongst competitors
Increased pleasure levels will positively affect shopping behaviour as well as customer satisfaction
Store music and volume should be congruent with target market
(Morrison, M. Gan, S. Dubelaar, C. Oppewal, H. 2011)

8. Colour scheme and decor
Colours have the ability to generate many different emotions amongst consumers
Subway uses Green, white and yellow as well as pictures of fresh produce and old Subway train maps as wallpaper
Green is easiest colour for eyes to process. Green is a neutral colour, yet can be symbolic of nature
Yellow can be symbolic of freshness, warmth and optimism
This contrast is used to represent natural freshness
(Babin, B. Hardest, D. Suter, T, 2003)

9. Merchandising
Concerns the presentation of products and signage within the store to influence the shopping behaviour of the customer
Subway has all ingredients on display which can increase appetite
Subway also employs point of sale merchandising where cookies and other products are offered near payment
Signs are placed throughout the store offering various products and promotions
(Garrido-Morgado, Á, 2013.)

10. Social Setting
Is the interactions of customers with other customers, or customers and staff as well as the density of people within the store
Research indicates that social factors play the biggest role in the amount of hedonic value a customer gains from their experience
Subway encourages and trains staff (through the University of Subway) to be friendly and courteous. Equality amongst employees is emphasised
Given the title of ‘Subway Sandwich Artists
(Muhammad, N, 2014.)

11. Conclusion
Subways makes uses of a range of atmospheric cues which are standard throughout franchise locations
Most prominent cues are:
-Baked bread odour to increase appetite
-Use of decor to promote marketing strategy
-Use of point of sale merchandising to sell various menu products
-Use of employees to promote attractive social setting
There is congruity amongst these cues
The cues are appropriate and fit with the marketing scheme of Subway

12. Bibliography
Figure 1 - Verde Building Corporation, (2007), Subway Mill [ONLINE]. Available at: 27 January 15].
Figure 2 -Mark, (2011), Subway® Store Layout [ONLINE]. Available at: 27 January 15].
Slide 2 - Subway  The SUBWAY® Timeline. [ONLINE] Available
at: [Accessed 27 January 15].
Slide 6 -Mattila, A.S, Congruency of scent and music as a driver of in-store evaluations and behavior.Journal of Retailing, [Online]. 77,  [Accessed 27 January 2015].
Slide 7 - Morrison, M. Gan, S. Dubelaar, C. Oppewal, H In-store music and aroma influences on shopper behavior and satisfaction. Journal of Business Research, [Online]. 64,  [Accessed 27 January 2015].
Slide 8 -Babin, B. Hardest, D. Suter, T, Color and shopping intentions: The intervening effect of price fairness and perceived affect. Journal of Business Research, [Online]. 56,  [Accessed 27 January 2015].
Slide 9 -Garrido-Morgado, Á, Merchandising at the point of sale: differential effect of end of aisle and islands. Business Research Quarterly, [Online]. 14, 11. [Accessed 27 January 2015].
Slide 10 - Muhammad, N, Unleashing the Effect of Store Atmospherics on Hedonic Experience and Store Loyalty. Procedia - Social and Behavioural Sciences , [Online]. 130, 469 – 478. [Accessed 27 January 2015].