Mr. Sub

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Mr. Sub
Type Subsidiary
Industry Fast food
Founded Yorkville, Toronto, Ontario, Canada (1968)
Founder(s) Jack Levinson and Earl Linzon
Headquarters Toronto, Ontario, Canada
Products Subs
Owner(s) MTY
Parent MTY Food Group
A Mr. Sub restaurant in Mississauga, Ontario in a former Red Barn restaurant location.

Mr. Sub, originally called Mr. Submarine before the 1990s, is a chain of 317 submarine sandwich shops[1] in Canada. The first store was opened in 1968 in Toronto's Yorkville neighbourhood, which was then known for its "hippie" culture.


While it was originally the only major retailer of submarine sandwiches in Canada, it now faces competition from American chains such as Subway and Quiznos.

Mr. Sub's slogans were "Lub my Sub", then "Fresh thinking is what we are", "Taste a Canadian Tradition", " It's not a sandwich it's a Sub", followed by "There's always something good going down at Mr. Sub", to the very relaxed marketing of "Oh Canada, Oh Mr. Sub"

There was speculation in 2005 that Michael Bregman, the former owner of the Second Cup coffee chain, was contemplating a purchase of the chain. Other names floated as possible suitors have included Swiss Chalet parent Cara Operations and KFC operator Priszm Canadian Income Fund. The doughnut chain Country Style was briefly interested in Mr. Sub in 2005.[2]

On August 18, 2011, MTY Food Group, which has quick service restaurants operating under 26 brand names in Canada and the Middle East, announced that it would acquire Mr. Sub at the end of October 2011 for $23 million.[1] Mr. Sub switched its beverage products to Pepsi-QTG Canada.


Mr. Sub's main product is the submarine sandwich (or "sub"), a long roll, similar to a baguette, filled with meat, cheese, sauces, and vegetables. Other products include, wraps, soups, salads, baked goods, and panini grilled sandwiches.[3] The Menu items vary in different parts of Canada, depending on local tastes. Some of Mr. Sub's signature products include:[3]

  • Assorted Cold Cuts
  • Maple Baked Ham
  • Italian Salami
  • Tuna
  • Meatball
  • Roast Beef
  • Santa Fe Spicy Chicken
  • Smoked Turkey Breast
  • Louisiana Chicken
  • Philly Style Steak & Cheese
  • Great Canadian Club
  • BBQ Rib
  • Pizza Supremo
  • Veggie
  • BLT
  • Grilled Chicken
  • Breaded Chicken
  • "Montreal Style" Corned Beef

Promotional Activities[edit]


Mr. Sub tries to reach its consumers through a number of different marketing channels. Some of the marketing methods that Mr. Sub has adapted into its operations include: Strategic partnerships with the country's most visible sports franchises, national promotions, and ongoing in-restaurant campaigns.[4] Such marketing initiatives allow Mr. Sub to interact with their large and growing consumer base. Mr. Sub occasionally tries to change its campaigns and promotional activities. It has started the very relaxed marketing approach and new slogan known as "Oh Canada, Oh Mr. Sub. Mr. Sub had launched new TV campaign that reminds consumers of the brand's proud Canadian identity.[5] The point of the campaign is to inform the consumers of their Canadian roots, even though everyone already knew that. "We wanted to highlight the personality of our Canadian company, " said Rita McParland, vice-president of marketing at Mr. Sub.[5]

Community Involvement[edit]

Apart from making popular food, Mr. Sub also contributes to the community. In recent years, Mr. Sub has donated to several different charities including the United Way; as well as many health organizations.[6] Mr. Sub has also been known to support cancer awareness, and helped raise over $40,000 towards the campaign.[7] In addition, Mr. Sub takes great pride in being an active supporter of youth and education, and has contributed greatly. Mr. Sub has been granting 25 scholarships at 25 schools from coast to coast each year.[7] Also, many of Mr. Sub's franchisees are proud sponsors of sports teams that exist in their communities.


  1. ^ a b "MTY Food swallows Mr. Submarine",, August 18, 2011
  2. ^ [1]
  3. ^ a b "Mr. Sub's Menu". Mr. Sub. Retrieved 4 April 2013. 
  4. ^ "Mr. Sub's Marketing activities". Mr. Sub. Retrieved 4 April 2013. 
  5. ^ a b Lewis, Carly. "MR. SUB TV CAMPAIGN CELEBRATES CANADIAN IDENTITY". Marketing Mag. Retrieved 4 April 2013. 
  6. ^ "Community Involvement". Mr. Sub. Retrieved 4 April 2013. 
  7. ^ a b "Mr. Sub's Marketing activities". Mr. Sub. Retrieved 4 April 2013. 

External links[edit]