Feb. 6, 2013
Subway has launched a new virtual competition called "Build Your Own Virtual Subway Challenge" in conjuncture with Young & Successful Media.
The concept is aimed at providing business lessons and possible opportunities to young would-be entrepreneurs. Contestants, who must be at least 18, build their own virtual Subway restaurant online and earn points by running the unit, attracting customers (via social media) and through a series of challenges.
Those who participate will have to complete six challenges:
- Choose the perfect location and build out your virtual store;
- Produce a video to promote you and your restaurant;
- Learn the business and get tested on your knowledge;
- Write promotional copy;
- Interview with the head of Global Development;
- Drive customer traffic to grow sales.
The brand is promoting the concept as "Not just a game; the opportunity of a lifetime!" Subway bills the online simulation as the first 100-plus country online competition.
The site, www.ysn.com/subway, says the competition was created to "give young aspiring entrepreneurs around the world the chance to get a taste at being their own boss. In this simulation, you don't have to figure out how to build a business from scratch. There's a system and a proven model for success. You just have to Build, Train, Operate and Promote your restaurant!"
"We have more than 400,000 team members in the 100 countries where we are open," said Don Fertman, Subway's director of Global Development. "This is a wonderful chance for us to offer opportunities to some very deserving and ambitious young people."
Finalists will be profiled on the Challenge site, promoted on Subway.com for one month, introduced to the media in press releases sent to their country's top outlets and featured in company-wide internal newsletters to hiring, recruiting and development managers, regional offices and franchisees. Finalists will also be invited to participate in private webinars with founder Fred DeLuca and the company's most senior executives.
Virtual stores are already popping up all over the world. The challenge runs through March 12. Five winners will receive a trip to Subway's headquarters in Milford, Conn. The prize includes round trip airfare, four nights of lodging and meals.
The Build Your Own Virtual Subway Challenge coincides with the release of an educational documentary, "Subway Restaurants: How a 17-year-old Built the #1 Restaurant Chain in the World through Franchising" by Young & Successful Media. The Subway story, which started at a backyard picnic in 1965 when Dr. Peter Buck gave then-17-year-old Fred DeLuca a check for $1,000 to open a submarine sandwich shop, is being shared with students through 10,000 business and entrepreneurship professors located at colleges and universities in 100 countries throughout the world. To see a preview of the documentary, visit http://bit.ly/SubwayStory.
"For 47 years we have provided both entrepreneurs and staff members with business opportunities and support systems to help them become more successful," DeLuca said. "We want to take that a step further with the Build Your Own Virtual Subway Challenge by identifying young people globally who would be a great fit for our business. We know that as Subway continues to grow, it will be the young entrepreneurs throughout the world that will keep our brand relevant and vibrant."
Read more about staffing and training.