Subway's tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
What is Subway’s tone of voice?
Subway's tone of voice is casual, funny, respectful and enthusiastic. It emphasises the freshness and quality of its ingredients, as well as the convenience and affordability of its sandwiches. Subway's communications often use humour and storytelling to connect with its audience, and they always convey a sense of optimism and good cheer.
Subway’s tone of voice matches the Spirited Diplomat (CFRE), which is:
Casual (rather than formal)
Funny (rather than serious)
Respectful (rather than irreverent)
Enthusiastic (rather than matter-of-fact)
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How does Subway describe its tone of voice?
Subway's brand book is available here.
It describes Subway's tone of voice as:
Fun
Smart
Classy
Conversational
Fresh
Positive
Playful
Original
Short/punchy
Feeling/experience
Real
Upbeat
Novel
Curiously, Subway hasn’t focused on three or four tones. Instead, it’s opted to use 13 to describe its voice. We don’t recommend this approach. A copywriter’s going to struggle to come up with something that ticks all of those boxes.
The list broadly matches our analysis, where Casual is conversational, Funny is playful, Respectful is classy and Enthusiastic is positive.
Subway’s tone of voice in practice
We examined https://www.subway.com/en-us/ on 13/07/2023.
The tone of voice on Subway’s homepage is friendly, approachable and informative. The copy is written in a way that makes Subway seem like a fun and convenient place to eat, and it appeals to people who are looking for a quick and healthy meal.
Here are some specific examples of Subway’s tone of voice on their homepage:
“Order how you want, when you want. Getting Subway has never been easier!”
“Congrats to the grads! Whether it’s a block party or an intimate gathering to celebrate your grad. Subway has you covered.”
“Great for any occasion, ANYTIME! Get your favorite subs, drinks, chips and cookies in one place with our epic catering bundles.”
The tone of voice on Subway’s homepage is consistent with Subway’s overall brand voice, which is known for being friendly, welcoming and helpful. This tone of voice helps Subway to connect with its target audience of people who are looking for a quick and healthy meal.
The evolution of Subway’s tone of voice
In the vast world of fast food, Subway has carved out a unique space, serving up fresh, customisable sandwiches that cater to a diverse spectrum of tastes and dietary preferences.
The story of Subway is a fascinating saga of how a simple sandwich shop transformed into a global brand, one footlong at a time. As we bite into Subway's brand story, let's also explore the evolution of its tone of voice.
The journey begins
Founded in 1965 by 17-year-old Fred DeLuca and family friend Peter Buck, Subway began as a small sandwich shop in Bridgeport, Connecticut. The duo's vision was simple: offer fresh, high-quality sandwiches, served quickly and affordably.
Their tone of voice in these early years was friendly, inviting and community-oriented. They dubbed their sandwich-makers as 'Sandwich Artists,' a term that suggested craftsmanship and attention to detail. The messaging was about enjoying a quick, tasty and fresh meal in a welcoming atmosphere.
Eat fresh
By the 1990s, Subway's growth was undeniable. With an expanding global footprint, Subway's tone of voice evolved to match its growing reputation. The launch of the ‘Eat Fresh’ campaign in 2002 marked a significant shift in Subway's branding. The fast-food chain started positioning itself as a healthier alternative to traditional fast food, focusing on fresh ingredients and customisation.
The tone was positive, empowering and aspirational. Jared Fogle's weight loss story, attributed to a Subway diet, further cemented this health-conscious image. Subway's tone of voice reflected this commitment to wellness and catered to a growing consumer base seeking healthier meal options.
Fresh forward
Entering the 2010s, Subway embarked on a significant brand revamp. The company debuted a fresh logo and store design under the ‘Fresh Forward’ initiative in 2017. The tone of voice took on a contemporary, innovative edge as Subway aimed to offer an elevated, modern dining experience.
The messaging shifted towards showcasing innovative offerings, eco-friendly store designs, and tech-savvy touchpoints such as self-order kiosks and a revamped mobile app. The tone was forward-thinking, vibrant and refreshing, resonating with a younger, digitally-savvy audience.
Made fresh for you
In recent years, Subway's tone of voice has evolved further to emphasise personalisation and transparency. Amid rising consumer expectations for fresh, responsibly sourced ingredients, Subway has doubled down on its commitment to provide personalised, high-quality sandwiches.
The tone is now that of a transparent, reliable friend, promising to deliver exactly what the customer needs. The phrase ‘Made Fresh For You’ is more than a tagline; it's a promise that caters to the individual needs of each customer. This shift in tone signifies Subway's commitment to adapt and meet changing consumer expectations.
Companies with a similar tone of voice
Subway’s communication style is most similar to the Spirited Diplomat (CFRE). Companies with a similar tone of voice include:
Ben & Jerry's
Deliveroo
Innocent Drinks
Monzo
Zappos
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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