Subway Ups Ante In Fast Food Dollar Menu War

ABC News (blog):

Subway is offering a $2 subs in December, which may excite frugal fans and still keep franchisees happy.

The sandwich chain announced this week it was only selling its 6-inch meatball marinara and cold cut combo sandwiches at the discounted prices of $2 during its Customer Appreciation Month.

“It’s a magical price point,” consumer psychologist Kit Yarrow told USA Today. “What it communicates to consumers is that Subway is on their side.”

Subway did not immediately return a request for comment. More.

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