This paper discusses Subway's success in translating a global brand to local consumers in LatAm. Subway, the world’s biggest restaurant company by number of outlets, is an excellent example of a successful regional expansion of an American company into Latin America. With more than 4,400 restaurants in over 30 countries in the region, Subway became a part of the life of millions of consumers from different nationalities and cultures, with a consistent brand promise of healthy, fresh and affordable casual food. This paper explores this success story, showing how market research had a central role in this process, allowing the company to use a new model of consumer behavior to understand their brand choices and produce actionable marketing plans.
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