“Dear Subway,” writes Freshii Founder and CEO Matthew Corrin in an open letter to the sandwich chain.
The Toronto-based chain known for serving up salads, burritos, and yogurt parfaits just made a public bid for the sandwich giant’s franchisees following the recent CBC Marketplace investigation that found that chicken from Subway comprised between just 42.8 per cent and 53.6 per cent chicken DNA.
Subway has since announced it intends to sue the CBC for $210 million over the findings.
And, as if an impending lawsuit isn’t enough to ruffle a few feathers, the ‘poor’ international fast food chain now has to fend off rivals trying to lure away its franchisees.
In the letter, Corrin quotes Subway Restaurant founder Fred DeLuca, “As a business owner, you’re in a constant race against an ever-improving marketplace” and calls DeLuca an “inspiration” and a “pioneer of healthier fast food.”
Corrin then goes on to tout his own company’s recent growth and “mission to make healthy food convenient and affordable for all citizens of the world,” before making a pitch to “convert select Subway stores to Freshii restaurants in a quick, low-cost way.”
We estimate average conversion costs, including equipment, will total around $75,000 and believe we can work together to help partners make this a reality.
Will this work? We know it will. We’ve already helped dozens of franchise partners from many iconic restaurant brands become successful Freshii partners by either converting their stores or bringing the Freshii brand into their portfolio. They’re seeing increased sales and profits and feeling re-energized in growing a new healthy restaurant concept built for today’s consumers.
It’s a brash move for the Canadian chain, but hey, everyone knows you don’t make friends with salad.