Mr. Sub

Mr. Sub was founded in Toronto, Canada, in 1968 by two friends, Jack Levinson, an accounting clerk, and Earl Linzon, a gym teacher,{{cite web|url=http://www.blogto.com/eat_drink/2015/03/that_time_mr_sub_captured_our_hearts_with_hoagies/ |title=That time Mr. Sub captured our hearts with hoagies |author=Bateman, Chris |publisher=blogTO |date=2015-03-15 |accessdate=2016-09-19}} with $1500 start-up capital ({{Inflation|CA|1500|1968|fmt=eq|r=-3}}).

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.

In 1972, Mr. Submarine sold its first franchise, and officially became Mr. Sub in 1990.

Mr. Sub was originally the only major franchise retailer of submarine sandwiches in Canada, until going into decline in the mid-1990s after the arrival of American chains such as Subway and Quiznos, facing stiff competition from those chains, notably surviving on its dominance of the small town and countryside markets, and regular take-out food courts of public institutions i.e. hospitals, courthouses, civil, law and financial offices and low-key shopping complexes that cater to an older demographic. There was speculation{{by whom|date=July 2023}} in 2005 that Michael Bregman, the former owner of the Second Cup coffee chain, was contemplating a purchase of the chain.{{citation needed|date=July 2023}} Other names floated{{by whom|date=July 2023}} as possible suitors have included Swiss Chalet parent Cara Operations and KFC operator Priszm Canadian Income Fund.{{citation needed|date=July 2023}} The doughnut chain Country Style was briefly interested in Mr. Sub in 2005.[http://thestar.workopolis.com/servlet/Content/fasttrack/20050413/RSUB13?gateway=star]{{dead link|date=February 2018 |bot=InternetArchiveBot |fix-attempted=yes }}

On August 18, 2011, MTY Food Group, which by then owned Country Style, announced that it would acquire Mr. Sub at the end of October 2011 for $23 million.{{cite web|url=https://toronto.citynews.ca/2011/08/18/mty-buys-mr-sub-for-23m-in-cash/ |title=MTY buys Mr. Sub for $23M in cash |author= |publisher=CityNews |date=2011-08-18 |access-date=2016-09-19}}

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.{{cite web|title=Mr. Sub's Menu|url=http://www.mrsub.ca/default.asp?contentID=4|work=Mr. Sub|accessdate=4 April 2013|archive-url=https://web.archive.org/web/20130319012416/http://www.mrsub.ca/default.asp?contentID=4|archive-date=19 March 2013|url-status=dead|df=dmy-all}} Mr. Sub also purveys some signature products.

Mr. Sub uses various 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.{{cite web|title=Mr. Sub's Marketing activities|url=http://www.mrsub.ca/default.asp?contentID=88|work=Mr. Sub|accessdate=4 April 2013|url-status=dead|archiveurl=https://web.archive.org/web/20121202022411/http://www.mrsub.ca/default.asp?contentID=88|archivedate=2 December 2012}}

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.{{cite web|last=Lewis|first=Carly|title=MR. SUB TV CAMPAIGN CELEBRATES CANADIAN IDENTITY|url=http://www.marketingmag.ca/news/marketer-news/mr-sub-tv-campaign-celebrates-canadian-identity-65973|work=Marketing Mag|accessdate=4 April 2013}} "We wanted to highlight the personality of our Canadian company," said Rita McParland, vice-president of marketing at Mr. Sub.

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"{{citation needed|date=August 2016}}. The business' current slogan is "Yours Since 1968".{{cite web|url=http://mrsub.ca/ |title=Home |author= |publisher=Mr. Sub |date= |accessdate=2016-09-19}}

In 1982 a Toronto store was used as a filming location for the TV movie “When We First Met” starring child star Amy Linker from CBS’s Square Pegs.

• List of submarine sandwich restaurants

{{reflist|2}}

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• [http://www.mrsub.ca Mr. Sub homepage]
• [http://healthycanadians.gc.ca/recall-alert-rappel-avis/inspection/2013/36885r-eng.php] Government of Canada Source Concerning Meat Recall, 2013
• [http://www.cbc.ca/news/business/meat-recall-could-cost-millions-more-maple-leaf-1.708123] Meat Recall, 2008

{{MTY Food Group}}

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Category:Fast-food chains of Canada

Category:Fast-food franchises

Category:Submarine sandwich restaurants

Category:Restaurants established in 1968

Category:Companies based in Toronto

Category:1968 establishments in Ontario