Table of Contents

1
Table of Contents
Introduction………………………………………………………………..... .......
2
Executive Summary………………………………………………………….... 3
Overall Web Site Ratings (all competitors)
Subway.com Home Page Assessment
Ratings Chart Details…………………………………………………… ........ 7
Competitor Strengths and Weaknesses………………………......
11
Appendix of Web Site Comparison Details………………………
15
About DVC Worldwide…………………………………………………….... 23
2
Introduction
This document, created by DVC Worldwide will provide the findings from a complimentary Web Site
Assessment prepared for Doctor's Associates Inc. DVC has a strong heritage of behavioral and
integrated marketing, a keen understanding of the franchise system and a deep interactive expertise.
Much of this expertise was brought to bear in the development of the assessment. However, while
our capabilities are both broad and deep, it is understood that DVC is not an expert in the Subway
brand.
What we hope to illustrate is that our collective expertise has generated some “FRESH” strategic
insights and development areas that are worthy of your considering a conversation with DVC to
discuss bringing them to fruition as a team.
We believe there are a number of opportunities to further enhance subway.com to allow it to achieve
maximum impact both as a branding vehicle and as a traffic driver. With activation of the diagnostics
outlined, subway.com can be a best-in-class site that plays a vital role in your overall marketing mix.
We look forward to discussing these opportunities with you further.
Our Methodology
In the development of this assessment, DVC employed the following methodology:

Five web sites within the QSR restaurant category were evaluated:
o
o
o
o
o
Subway
Blimpie
Quiznos
Wendy’s
Burger King

Each site was assessed according to four key criteria:
o Information & Features
o Usability
o Look & Feel
o Technology

The four key criteria were further broken down into discrete sub-elements. The sub-elements
were then assigned a priority rating of High (3 POINTS), Medium (2 Points), or Low (1 Point). A
high priority assignment meant this sub-element was of critical importance for the website to
deliver on. Additionally, a five point ranking scale (1 to 5, with 1 the lowest ranking and 5 as the
best) was used to rank each competitor against each sub-element. The cumulative result of the
assessment was graphed and labeled, “Overall Site Ratings (All Competitors)

An evaluation of each competitor’s Home Page with strengths and weaknesses noted is also
included.
3
Executive Summary
How Does Subway.com Measure Up?
Our assessment and analysis show that, while Subway.com site is a good, informative site
providing access to information important to consumers, the site lags behind your competitors
in almost all key assessment areas. We feel there is an opportunity for subway.com to be made
even better and more compelling with some simple changes.
Our recommendations fall into three major categories:
Restaurant Web Site Best Practices
1. Decide on your core site audience —— consumers vs. franchisees
We applaud your foresight in helping bring your franchisees online. However, your current site
dedicates most of its real estate to franchisee information, not your primary site audience and one
that won’t drive store traffic and sales. You have a big opportunity to speak directly to your
consumers via your Web site — your core audience is online! Sixty percent of fast food consumers
have a home computer, and forty percent of those have Internet access (Wall Street Journal,
January 2002).
2. Prioritize information most important to key users
Consumers visit restaurant Web sites first to find a store location and second to find specific menu
information (Nation’s Restaurant News, July 2002). Your current site devotes far more real estate
to franchisee information and news, making your users work too hard to find what’s most important
to them. This is important, as Web sites are extensions of your brand and a confusing or poorly
designed Web site will project that image to your “offline” properties (Nation’s Restaurant News,
May 2003).
3. Enhance your menu/nutritional information section
This is the second most important section to consumers and many restaurant sites don’t showcase
it well (Nation’s Restaurant News, July 2002). And, the menu section is your key opportunity to
reinforce your differentiator – healthy, delicious food for the whole family. Prioritize this section,
provide cohesive, interactive nutritional information (look at McDonald’s “Bag a Meal” tool), and
better showcase your food with new product shots. This is especially important now as your
burger-based competitors are playing catch-up on good nutrition and are turning to their Web sites
to help address that (Nation’s Restaurant News, July 2003).
4
Building the Subway Brand
1. Leverage your history and role as the healthy alternative
Restaurant Web sites must be extensions of their brand, reinforcing what is done in-store, in
advertising, and in all other marketing communications (Nation’s Restaurant News, May 2003).
You have a key opportunity to infuse your Web site with your strong brand and leverage your
position as the nation's first and foremost healthy “fast food” alternative. This can be especially
differentiating now in the face of the “fat food” backlash facing many of your competitors.
2. Create community around your healthy history and weight loss focus
By highlighting your focus on healthy eating and weight loss, you can create a compelling
community aspect to your Web site. Many dieting-focused sites (eDiets, Weight Watchers) host
bulletin boards and discussion groups that are one of the most popular site areas (Wallstreet
Journal, May 2003). This can give you opportunities to create ongoing dialogue with your best
consumers, develop a viral “tell-a-friend” component to the site, and create online/offline synergies
that can drive store traffic.
Driving Store Traffic
1. Develop online/offline marketing & promotion integration
A current best practice among all major fast food restaurants and packaged goods companies is to
tightly couple online and offline marketing and promotional efforts. Drive store traffic with online
coupons good at local store locations. Create a loyalty program for your best customers or those
using Subway as their important weight loss partner. This integration both builds your brand and
drives store traffic, making your Web site a sales tool and bottom-line contributor.
2. Go find your consumers on the Web
If you can be where your audience is, you can move market share and the right online presence
will drive sales (Nation’s Restaurant News, May 2003). Reaching out to your target audience
wherever they are on the Web is an important marketing tool, one being used by experienced and
savvy marketers trying to create differentiation and drive sales in increasingly commodity
categories. Good examples are Pepsi through their Yahoo and eBay partnerships and Burger King
with their AOL and eBay relationships. You have an opportunity to reach out to your audience in a
very targeted way online, perhaps leveraging your healthy / weight loss focus.
5
Overall Web Site Rating (All Competitors)
Overall Web Site Rating
12
11
10
9
8
7
6
5
4
3
2
1
Subway
Blimpie
Quiznos
Wendy's
Burger King
Subway.com – when evaluated across all Assessment categories – has the most room for
improvement when compared against the identified competitive set. While Wendy’s and Burger King
may not be as directly in Subway’s competitive arena like Blimpies and Quiznos, they are fast food
alternatives for consumers and their web sites offer provide a useful comparison.
6
Subway.com Detail Page Assessment
Subway.com
Page design
is not
consistent
throughout,
with many
disparate
elements
that do not
appear to go
together.
Sidebar
references
the great
weight loss
content, but
does not
sufficiently
highlight the
information
or create a
specific call
to action
relating to
the brand
Franchise
information
not key for
consumers
— should
live on
another site
or sub site.
News section
is not
interesting to
consumers
looking for
product
information
and takes up
too much
real estate.
7
Ratings Chart Details
We’ve charted the average ratings for each category for a quick overview of how Subway.com stacks
up against its competitors.
Information & Features
11
10
9
8
7
6
5
4
3
2
1
Subway
Blimpie
Quiznos
Wendy's
Burger King
Subway.com has much to offer to its users. What is currently there should be presented in a more
intuitive and exciting way to draw the user in. Additional fun and interactive features should be added to
keep the users’ interest. Promotions should reward users for coming to the Web site. Featuring the
most appealing content on the home page and portraying a clear theme (e.g., around weight loss)
would go a long way toward improving the user’s experience.
Areas where information and features can be improved:
•
•
•
•
•
•
Focus on the user for the subway.com site — create a separate site for franchisee information
(www.franchise.subway.com) that is more business focused and displays merchant-only
messages (password protected)
Feature weight loss content more prominently
Create and highlight clever nutritional tools, facts, and ingredients list for the entire menu
Create promotions and e-mail campaigns to encourage repeat visits
Reward participation/registration on the site with downloadable coupons
Include send-to-a-friend viral promotions or ad messages
8
Usability
12
11
10
9
8
7
6
5
4
3
2
1
Subway
Blimpie
Quiznos
Wendy's
Burger King
The key to keeping users on Subway.com is making their experience on the Web site an easy and
information-rich one. Content should be quickly accessible in just a few clicks, content buckets should
be all-encompassing and easy to understand, and page real estate should be laid out in a simple way,
with the key content taking up most of the page. With the amount of content on Subway.com, intuitive
organization is key.
How Subway.com can improve usability:
•
•
•
•
Organize content in a more intuitive way — offer recognizable content buckets
Give users access to the most engaging content from the home page
Don’t clutter the page with too many callouts and too much text — use the real estate to its
best effect
Require fewer clicks to get at key content
9
Look & Feel
12
11
10
9
8
7
6
5
4
3
2
1
Subway
Blimpie
Quiznos
Wendy's
Burger King
Users care about how a site is designed and, it either reinforces their perception of your brand or
denigrates it. The first view of the home page can tell them whether to stay on the site or click away.
Offering a first-class look and feel can be the key to keeping users’ interest and making them feel at
home. The Subway.com site could benefit from a new style that reflects the dynamic, fit, and fun nature
of the brand.
Some ways to make the design of Subway.com better:
•
•
•
•
Create online brand guidelines and standards that are used by all agencies creating material
for the site — specify every site detail and execution
Use a consistent style of graphics and imagery for all callouts and page elements to create a
cohesive Web site experience
Use imagery fonts, color palette and page design to enhance online brand image
Create new product photography that shows entire sandwich line
10
Technology
13
12
11
10
9
8
7
6
5
4
3
2
1
Subway
Blimpie
Quiznos
Wendy's
Burger King
Technology is best used on a Web site when it supports the front-end or user interface without being
noticed by the user. This means quick page loads, integrated dynamic features on the Web site, and
databases that store relevant information about the user and can even personalize the site experience
for them.
Key areas where Subway.com can improve:
•
•
•
Create dynamic tools for the users that are integrated in the site design, such as an interactive
sandwich builder that calculates nutritional information
For the in-store locator, return interactive maps, links, and useful location information —rather
than just a street address — all imbedded in the page
Use an imbedded video player to feature television commercials on the site
11
Competitor Strengths and Weaknesses
Each site we reviewed has its own unique positives and negatives. We’ve taken the home page of
Subway.com and each of the competitor sites we reviewed and highlighted a few that we think are
important.
Blimpie.com
Navigation
items are
clear and
featured
prominently
on the home
page but
don’t take
up a lot of
real estate
on
subsequent
pages.
Sandwich
photography
is integrated
into the
home page.
Home
page
has a
clear
design
palette
and
theme.
Featured
item is
prominent
and well
designed.
12
Quiznos.com
Featured
promotion
clearly
displayed on
the page, in
line with
“Mmmm…
Toasty”
brand
tagline.
Page
design is
colorful
and
dynamic,
with easyto-read
grid layout.
Product
feature is
created with
excellent
design and
photography.
Franchise
and
corporate
information is
not relevant
to
consumers.
Promotional
partnerships
are leveraged
online.
13
Wendys.com
Navigation
area is clean
and does not
take too
much page
real estate.
Entire site
has a clearly
branded
design with
consistent
colors, clean
design and
good product
photography
Main
feature
area is
clean and
welldisplayed.
Featured
items are
designed
well,
displayed in
an orderly
fashion, and
compel the
user to click.
Offline
partnerships
are
leveraged
online.
14
BurgerKing.com
Site’s
branding is
in line with
Burger
King’s
overall
brand,
from colors
to imagery
to fonts.
Navigation
is clear
and
simple.
Feature
area uses
tantalizing
photography
and features
the latest
promotion.
Partnerships
are displayed
clearly and
link into cobranded
sections.
15
Appendix of Web Site Comparison Details
Rankings (1 to 5: 5 is best)
Multiply by Priority: HIGH: 3, MEDIUM: 2, LOW: 1
Comparison
Criteria
Priority
INFORMATION &
FEATURES
Best-in-Class Features
WEIGHTED AVERAGE:
(Possible 10.9)
Subway
Blimpie
Quiznos
Wendy’s
Burger
King
AVG: 6.6
5.6
6.2
8.4
6.5
Overall Experience
HIGH
• Subway‘s has a lot of
good information.
Navigation is confusing,
however, and the design
is cluttered.
• Blimpies.com is easy to
use. It is straightforward
and has a clean look (but
design is clunky and
content is light).
• Quiznos has a great look
and a good layout, but is
very light on content and
a bit hard to navigate.
2
3
3
5
4
Product /Menu
Information
HIGH
• Wendy’s allows you to
calculate nutritional
information and find
ingredients for items and
meals. Also offers welldesigned features on
special products, with a
monthly featured item.
• Subway has a great deal
of menu and general
nutritional information &
sandwich comparison
chart (to other QSRs), &
featured products.
• Burger King has a
Nutritional Wizard--a
good idea, but too
complicated. The site
also provides ingredients,
and interactive features.
• Blimpie has images with
its linked menu items.
4
3
3
5
4
16
Subway
Blimpie
Quiznos
Wendy’s
Burger
King
Site Stickiness
HIGH
• Subway’s weight loss
content has good
community potential. This
content is light and
should be enhanced.
• Wendy’s menu section
will bring customers back
to the site. Philanthropic
information is also a
good draw.
• Burger King’s kids
section and community
information have
potential for stickiness.
3
2
2
4
3
Up-to-date
Content
HIGH
• Subway has upcoming
events and other timely
information on the site.
However, a few areas of
the site were found to be
out of date.
4
4
4
4
4
Restaurant
Locator
HIGH
• Quiznos features a well
designed locator that
returns an address,
phone number and map.
It allows you to search
with any criteria.
2
3
4
3
2
Viral Potential
MEDIUM
• Again, healthy eating
content has viral
potential for Subway.
3
1
1
2
2
Lifestyle Features
MEDIUM
• Wendy’s has a fantastic
history and biography of
Dave Thomas, the
founder, which creates a
sense of legend around
the restaurant. It also has
a good kids’ section.
• The weight loss content
and community aspect of
Subway.com offers a
very good and focused
lifestyle aspect to the
site.
4
2
2
5
3
17
Subway
Blimpie
Quiznos
Wendy’s
Burger
King
Incentives to Try/
Promotions
MEDIUM
• Quiznos offers a sign-up
for special offers,
increasing the acquisition
of customer information.
It also partners with TBS
for an online contest.
• Subway offers content
for tickets to the Warped
Tour.
• Blimpie offers an ecoupon for catering to
encourage purchase.
• Wendy advertises sales
and special menu items.
2
2
4
2
2
Merchandising
LOW
• Subway has a great deal
of merchandise and
online shopping cart.
• Blimpie also offers an
integrated shopping
experience, with a lot of
merchandise and an
extensive customer
service section for
visitors with questions.
3
4
2
2
2
Advertisements
Online
LOW
• Subway extends its
Jared ad campaign
online, but doesn’t
actually post ads.
• Wendy’s extends its
entire ad campaign
around Dave Thomas on
the site and features
many promotional menu
items. No actual ads on
the site.
• Quiznos centers its ad
content on its star chef
and its contest for the
jingle.
• Burger King has videos
on the Whopper, which
extend from its
advertising campaign.
3
1
3
4
2
18
Entertainment/
Downloads
LOW
• Wendy’s feature on the
founder, Dave Thomas,
the “Wendy’s Story” and
kids section are great
entertainment options.
• Subway has a good
section for kids with
games, downloads, and
a tie-in to the kids pack.
The entertainment for
adult customers can use
improvement.
• Blimpie has a kids’
section with an activities
page and screensaver,
but the movie requires
3D glasses.
Subway
Blimpie
Quiznos
Wendy’s
Burger
King
4
2
1
5
3
19
USABILITY
WEIGHTED AVERAGE:
(Possible 12.5)
Subway
Blimpie
Quiznos
Wendy’s
Burger
King
AVG: 5.4
8.5
7.0
8.4
4.3
Navigation
HIGH
• Wendy’s home page
navigation is easy to use.
But sub navigation is not
repeated on other pages.
• Blimpie’s “Shortcuts”
dropdown offers a good
alternate way to view
information. Its left-hand
navigation is clear, but
requires two clicks before
content loads.
• Quiznos has attractive
navigation, but it is
inconsistent, incomplete
and repeats items on the
left and top.
3
3
1
4
2
Layout
(ease of reading
information)
HIGH
• Quiznos has a clean
layout, with a good
presentation of content
and images that makes it
pleasant to read.
• Wendy’s has a very
clean, nicely laid out site
with clear content areas.
2
4
4
5
3
Use of page real
estate
HIGH
• Wendy’s and Quiznos
use a large area of the
page for content.
2
4
4
5
2
Customer Service
& Help
HIGH
• Quiznos offers links to
contact each store.
2
3
3
3
1
Number of clicks
to find the right
information
MEDIUM
• Most sites have few
clicks to find information.
3
4
4
4
2
Site Search
MEDIUM
• No site has a search.
1
1
1
1
1
Site Map
MEDIUM
• Blimpie offers a clear
site map.
1
4
1
1
1
Orientation (page
titles and clues to
where the user is)
MEDIUM
• Blimpie’s menu has
clear page indicators,
with the hierarchy clearly
presented. Page titles
are clear and stand out.
• Quiznos has
breadcrumb navigation
that makes it easy to find
previously viewed pages.
3
4
4
2
1
20
LOOK & FEEL
WEIGHTED AVERAGE:
(Possible 12.1)
Subway
Blimpie
Quiznos
Wendy’s
Burger
King
AVG: 5
6.0
8.9
11.9
9.9
Attractive,
clear visual
communication
HIGH
• Wendy’s uses its store
branded palette and uses
a soft background to
highlight products,
navigation and call-outs
to promotions.
• Quiznos utilizes elegant
typography and a warm
palette to establish a
warm and friendly
communication.
2
2
4
5
4
Home Page
HIGH
• Burger King places its
promotions in the home
page’s center area with
animations to catch the
user’s attention.
• Wendy’s highlights its
promotions with beautiful
product photography,
using space and design
elements that divide the
page well.
2
2
4
5
4
Unified Look
HIGH
• Burger King, Quiznos
and Wendy’s have looks
similar to the restaurant’s
brand experience and
they integrate this look
throughout the site.
2
3
4
5
4
Consistent, edited
content
HIGH
• Wendy’s site content is
warm and invites
exploration. Features are
simply presented, and
copy is easy to follow.
2
3
3
5
3
Cohesive site
components
MEDIUM
• Wendy’s has a
sophisticated design that
utilizes a smart template
structure.
2
2
3
5
4
21
Subway
Blimpie
Quiznos
Wendy’s
Burger
King
Color scheme
projects
appropriate mood
and effect
MEDIUM
• Quiznos, Burger King,
and Wendy’s all feature
color palettes that
support the brand and
encourage exploration.
2
2
4
5
4
Avoids
unnecessary
blinking, coloring
and moving
LOW
• Wendy’s presents site
content without flashing
and animation.
• Burger King’s home
page animations are
integrated well into the
home page.
3
3
3
5
4
22
TECHNOLOGY
WEIGHTED AVERAGE:
(Possible 12.5)
Subway
Blimpie
Quiznos
Wendy’s
Burger
King
AVG: 5.5
4
3.5
10.5
12.5
Interactive
Features
HIGH
• Burger King’s
“Nutritional Wizard” and
Wendy’s “Build a Meal”
feature are great
interactive tools.
• Wendy’s interactive
feature on Dave Thomas
is a rich interactive
feature, combining
sophisticated design,
good content and a good
use of technology.
• Subway and Burger
King have good
interactive games in kids’
sections.
3
2
1
5
5
Use of technology
to showcase
products
MEDIUM
• Burger King uses good
design and animation to
showcase its products on
the home page and on
interior product pages.
1
1
2
3
5
23
About DVC Worldwide Interactive
DVC Worldwide is a leading global marketing, communications and digital solutions
company. DVC was named 2003 Agency of the Year by PROMO Magazine and was
ranked number one out of the top 100 promotion agencies. DVC Interactive is a practice
within DVC Worldwide, specializing in interactive marketing. Leveraging its rich heritage
in behavioral and integrated marketing, DVC can help you maximize the value of your
online channel _ whether you are starting from scratch or improving what you already
have, we can help deliver the right interactive strategy and solution for your business.
Our services






Strategic Planning
E-marketing
Creative Development and Execution
Technical Development and Deployment
Information Management
Analytics and Reporting
A few of our clients






Perdue Farms
Schwann’s
Subaru of America
Gillette
AT&T
Nokia
We look forward to a discussion with you to further review the
many exciting opportunities presented within this document.
Contact:
Connie Rizzo
EVP, Managing Director
DVC Interactive
Phone: 973.775.6234
E-mail: [email protected]