It was 2008. The economy was basically in a freefall, everyone was stressed about their mortgage, and suddenly, this bizarre, catchy-as-hell jingle started blasting out of every television set in America. You know the one. Two hands held about twelve inches apart. A rhythmic, staccato beat. Five. Five dollar. Five dollar footlong. It wasn't just a commercial; it was a cultural reset for the fast-food industry. Honestly, if you were alive and near a TV during that era, that jingle is probably permanently etched into your hippocampus. Subway didn't just sell a sandwich; they sold a price point that redefined how we thought about value during a literal Great Recession.
The Weird History of the Five Dollar Footlong Commercial
Most people think some high-powered marketing executive in a glass skyscraper came up with the idea. Nope. That’s actually a total misconception. The whole phenomenon started with a guy named Stuart Frankel, a Subway franchise owner in Miami. Back in 2004, he noticed that Saturdays were a bit slow at his locations. He decided to run a promotion: any footlong for five bucks, but only on Saturdays. It was a hit. A massive hit.
Eventually, the corporate office caught wind of it. They realized that in a crumbling economy, "five dollars" was a magic number. It was affordable, it was round, and it felt like a steal for a sub that was supposed to be a foot long. By 2008, the national five dollar footlong commercial campaign launched, and the rest is advertising history.
Subway's marketing agency at the time, MMB in Boston, was tasked with making this stick. They didn't go for high-production cinematic shots of melting cheese. They went for something almost annoyingly simple. The "hand dance"—where people held their hands out to show the length of the sub—was goofy. It was low-budget. It felt like something your weird uncle would do at a barbecue. But that was the point. It was accessible.
Why the Jingle Actually Worked
Musicologists and marketing experts have actually studied why that specific jingle worked. It’s what’s known as an "earworm." The melody is simple, repetitive, and uses a percussive vocal style that mimics a heartbeat or a drum.
- It was easy to remember.
- It was easy to parody (which people did, a lot).
- It focused on a singular, undeniable benefit: the price.
In a world where "value menus" usually meant tiny burgers or small fries, Subway was offering a massive sandwich for a single bill. It changed the game. Suddenly, McDonald's and Burger King had to figure out how to compete with a giant sub that cost less than some of their premium combos.
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The Controversy That Eventually Killed the Vibe
Nothing lasts forever, especially not a price point that thin. As the years went on, inflation started to bite. The cost of wheat, turkey, and labor didn't stay stuck in 2008. Franchisees started to get really, really frustrated. For many store owners, selling a footlong for five dollars meant they were barely breaking even—or worse, losing money on every sale once you factored in the overhead.
Then came the 2013 lawsuit. Remember that? A teenager in Australia posted a photo of his Subway sub next to a tape measure, and it was only 11 inches. This blew up. The five dollar footlong commercial had promised a foot of food, and people felt cheated. Subway's defense was basically that "Footlong" was a sub-brand name, not a literal measurement of length. It was a PR nightmare. They eventually settled the suit and promised to implement practices to ensure bread was actually 12 inches long, but the "magic" of the brand was definitely scuffed.
The Failed 2020 Revival
Subway tried to bring the "Five Dollar Footlong" back in 2020. They thought nostalgia would save them. They even brought in Charlie Puth to do a new version of the jingle.
It flopped.
Franchisees revolted. Over 75% of them reportedly signed a petition against the promotion because the margins just weren't there anymore. You can't sell a sandwich for 2008 prices in 2020 (or 2026) without someone losing their shirt. The brand eventually moved toward "Subway Series" and more premium offerings, effectively burying the five-dollar era for good.
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Lessons for Small Business Owners and Marketers
So, what can we actually learn from this whole saga? It’s more than just a catchy song.
First, simplicity wins. You don't need a million-dollar CGI budget if you have a clear message. "Any footlong, five dollars." That's it. That's the whole pitch. If you can't explain your value proposition in five words, you’re probably overthinking it.
Second, be careful what you anchor your brand to. Subway anchored themselves to a price point. When they couldn't sustain that price anymore, customers felt betrayed. It’s a lot harder to raise prices when your entire identity is built on being cheap.
Third, know your margins. The disconnect between Subway corporate and the actual franchise owners is a textbook case of how NOT to run a promotion. If your frontline workers or partners hate your marketing, it’s going to fail eventually.
How to Apply These Insights Today
If you're looking to create your own "viral" moment or just improve your brand's reach, don't try to copy the jingle. Instead, look at the underlying mechanics of what made it work.
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- Audit your "Value Prop": Is there a single, simple number or benefit you can highlight?
- Test on a small scale: Do what Stuart Frankel did. Run your "crazy" idea in one location or on one social media channel first. See if it has legs before you bet the whole company on it.
- Prepare for the "Inflation Pivot": If you’re offering a discount, make sure it’s a "limited time offer" from day one. Don't let it become your permanent identity unless you have a way to keep costs low forever.
The five dollar footlong commercial era is over, but the psychology behind it—the need for clear value and a memorable "hook"—is timeless. We're currently seeing brands try to do this again with $5 value meals at places like McDonald's and Taco Bell, but it feels different now. It feels like a reaction rather than a revolution.
To really win in today's market, you have to find that sweet spot between a price people can't ignore and a product they actually want to eat. And maybe, just maybe, avoid calling it a measurement of length unless you've got a very accurate ruler in the kitchen.
Next Steps for Your Brand
Start by identifying your "hero" product. This is the one item that defines your value. Once you have it, find a way to communicate its value that is so simple a child could repeat it. Don't worry about being "cool." The five dollar footlong jingle was objectively dorky, but it built a multi-billion dollar empire. Focus on clarity over cleverness every single time.
Check your unit economics before you launch any major discount. If your franchisees or employees are the ones paying for your marketing "genius," your brand won't survive the year. Build a sustainable hook, or don't build one at all.