|Founded||Yorkville, Toronto, Ontario, Canada (1968)|
|Founders||Jack Levinson and Earl Linzon|
|Headquarters||Toronto, Ontario, Canada|
Number of locations
|Canada, India, UAE|
|Revenue||C$11.3 million (2015)|
|Parent||MTY Food Group|
MR.SUB, originally called Mr.Submarine before the 1990s, is a Canadian chain of over 200 submarine sandwich shops. The first store was opened in 1968 in Toronto's Yorkville neighbourhood, which was then known for its "hippie" culture.
MR.SUB was founded in Toronto, Canada in 1968 by two friends, Jack Levinson, a gym teacher, and Earl Linzon, an accounting clerk, with $1500 start-up capital. The founders aimed to sell quality food; serve it fast; make it fresh; and above all, give customers value for their money.
The first MR.SUB, restaurant, then called Mr.Submarine, opened at 130 Yorkville Avenue, on the ground floor of a converted Victorian row house. After a positive response, the two founders opened a second restaurant five months later.
After the mid 1990's, the chain went into decline, due to introduction of the Subway franchise. 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.
MR.SUB was originally the only major franchise retailer of submarine sandwiches in Canada, until the arrival of American chains such as Subway. It now faces stiff competition from several quick service brands, surviving in small towns/countryside market, and regular take-out places that have have always served the sandwich.
The following slogans, in chronological order, have been used by Mr.Sub: "Lub my Sub"; "Fresh thinking is what we are"; "Taste a Canadian Tradition"; "It's not a sandwich it's a Sub"; "There's always something good going down at Mr.Sub"; and "Oh Canada, Oh Mr.Sub". The business' current slogan is "Yours Since 1968".
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. The Menu items vary in different parts of Canada, depending on local tastes. Some of Mr.Sub's signature products include:
- Assorted Cold Cuts
- Maple Baked Ham
- Italian Salami
- Roast Beef
- Buffalo Chicken
- Egg Salad
- Santa Fe Spicy Chicken
- Smoked Turkey Breast
- Louisiana Chicken
- Philly Style Steak & Cheese
- Great Canadian Club
- Pizza Supremo
- Grilled Chicken
- Breaded Chicken
- Spicy Boneless Chicken Wing
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.
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 made use of the very relaxed marketing approach and slogan known as "Oh Canada, Oh Mr.Sub!". Mr.Sub had launched a TV campaign that reminds consumers of the brand's Canadian identity. "We wanted to highlight the personality of our Canadian company," said Rita McParland, vice-president of marketing at Mr.Sub.
- "Annual Report 2015" (PDF). MTY Group. Retrieved 2016-09-19.
- "Our Brands". MTY Food Group Inc. Retrieved 2016-09-19.
- "About Us". Mr.Sub. Retrieved 2014-08-22.
- "International Locations". Mr.Sub. Retrieved 2016-09-19.
- Bateman, Chris (2015-03-15). "That time Mr. Sub captured our hearts with hoagies". blogTO. Retrieved 2016-09-19.
- "MTY buys Mr. Sub for $23M in cash". CityNews. 2011-08-18. Retrieved 2016-09-19.
- "Home". Mr.Sub. Retrieved 2016-09-19.
- "Mr. Sub's Menu". Mr.Sub. Retrieved 4 April 2013.
- "Mr. Sub's Marketing activities". Mr. Sub. Retrieved 4 April 2013.
- Lewis, Carly. "MR. SUB TV CAMPAIGN CELEBRATES CANADIAN IDENTITY". Marketing Mag. Retrieved 4 April 2013.
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