Subway and Keurig partner up

Subway and Keurig have announced a partnership that will see the company behind the popular single-serve brewers come to thousands of fast food restaurant locations across the United States.

But the deal is not exactly new.

Just over twelve months ago the K150 became Keurig’s first brewing system to be certified by the National Sanitation Foundation, allowing it to be used within foodservice outlets and restaurants.

Shortly after the announcement Subway began offering franchisees the ability to use the K150 within their stores. And it has been met with a rapturous response with David Zambory, the beverage manager of the fast-food chain, stating that the company has “heard overwhelmingly positive feedback” in regards to the brewer’s appearance.

But what is interesting are comments made later by Zambory in the official statement. One such passage reads as such:

“Subway restaurants are a destination throughout the day, including at breakfast, and we look forward to providing our customers with the freshest cup of coffee possible no matter when they visit us.”
(Emphasis our own)

Capturing as many people as possible during the early morning rush is seen by many as the industry’s most important battleground in the coming years, and it is an area where coffee is traditionally the king.

No longer an area where Starbucks, Dunkin’ Donuts and the numerous other coffee shops hold the advantage, the recent trend has seen other retailers enter this congested market – with McDonalds and their McCafe line being the prime example. Subway don’t just focus on sandwiches; their menu alters throughout the day and the addition of Keurig machines will allow them to further creep in and tempt customers through their doors in the early hours.

But as other sources have pointed out, the real magic in this partnership is that both Keurig and Subway operate along the same lines in providing an unparalleled level of choice and flexibility to their customers.

And, the brand appeal also cannot be discounted. Speaking on the link, John Whoriskey of Keuring commented that “consumers…recognise Keurig as a symbol of quality.” Many households across America have access Keurig branded home brewing system, whilst sales of K-Cups show no sign of abating.

With a loyal consumer base already present, Subway has the immediate potential to court K-Cup devotees.

That should not be overlooked.