Subway's Objectives

Subway's Objectives

1. Importance of objectives

The objective of Subway, to bring customers into the stores and keep them coming back, is quite straight-forward. However, by setting this objective, many aspects of the organizations are affected. In order to bring customers into the stores, the shop should be clean and well advertised. To have them coming back, the store's food and service should be of good quality. 

Since Subway is a franchise company, its franchisees will work hard to improve their service and food so they can achieve the objective. Also, Subway as a whole organization will work hard to improve its menus or advertise their sandwiches in order to achieve the objective. 

Since the objective directly relates to the profit of the organization, it is very important.

2. Role of the Mission Statement (Delight every customer so they want to tell their friends - with great value through fresh, delicious, made-to-order sandwiches, and an exceptional experience.)

Subway's mission statement is very simple and straight-forward as well. However, it contains all the necessary elements that Subway desires to acquire. By looking at the mission statement, one can know what to provide the customers with. "Delighting" every customer would directly come from good service, and when the service is very good, "[customers] will want to tell their friends". The "fresh, delicious, made-to-order" part explains how the sandwiches should be. This provides Subway's franchisees of a rough guideline of making the sandwiches. The part about an "exceptional experience" is interesting, because it does not state what kind of an experience it is talking about. This could be interpreted differently for different people. Some can think the experience is the taste, and some might think it is the service. This is a great strategy, because each franchisees will have a slightly different interpretation of the mission statement, eventually having them provide slightly different services. 

The mission statement also is deeply related to the objective, as achieving the mission statement will mean achieving the objective.  

3. Relationship between aims, strategic objectives and operational objectives

Aims are the finalized and abstract goals of a company. Strategic objectives are shorter term goals that are more specific than aims, but still longer term and abstract than operational objectives. 

In Subway's case, their aim is to be the number 1 Quick Service Restaurant franchise in the world. Their strategic objectives are to build good company reputations and have a wider customer range, while their operational objectives are to make their food healthier, or to construct a wider range of menu.

Operational objectives support strategic objectives, while strategic objectives support aims. These goals should not go against each other, and should benefit each other.