In 2017, the chain closed more than 800 of its U.S. locations. In April 2018, the chain announced it would close about 500 more that year. According to Abha Bhattarai of The Washington Post, this was a result of three consecutive years of falling profits and a 25 percent reduction in foot traffic in Subway stores since 2012. Franchisees also complained that the company's deep promotions further ate away at profits. Industry analysts such as Bob Phibbs, chief executive of the New York-based consulting firm Retail Doctor, said changing tastes on the part of consumers, who more frequently prefer locally sourced produce and hormone-free meat served by regional start-ups such as Sweetgreen, especially in metropolitan areas, were the cause of the drop in Subway's sales, as well as the loss of market share to competitors. These include fast-casual eateries and sandwich shops such as Panera Bread, Au Bon Pain and Firehouse Subs, as well as food trucks and grocery stores that offer freshly made meals at competitive prices. In January 2018, Subway invested $25 million in a re-branding campaign targeting young consumers to revitalize its image and boost sales.[18] In December 2020, Subway partnered with ezCater to offer a new online catering platform.[32]
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