Magazine article Marketing

Profile: Championing the Light Bite - Paul Reynish, European Marketing Director, Subway

Magazine article Marketing

Profile: Championing the Light Bite - Paul Reynish, European Marketing Director, Subway

Article excerpt

In the late-90s, 30-stone US student Jared Fogle lost more than half his body weight on a diet of Subway sandwiches coupled with light exercise, and in the process of becoming a celebrity, made the firm's US marketers' lives a lot easier.

Subway's European marketing director, Paul Reynish, faces a tougher task convincing the cynical British public that fast food can be healthy.

As people struggle to shed the holiday season's excess pounds, Subway is aiming to attract new customers to its 'fast but healthy' proposition through its 'Under 6' subs - sandwiches containing 6g of fat or less.

Reynish, 39, is a healthy, outdoors type, described by colleagues as a team player with an entrepreneurial spirit. He was a keen rugby player growing up in Auckland, New Zealand, and cheered his side on at Twickenham when the All Blacks mauled England last November.

He is also an avid follower of the Tour de France, but since suffering a serious road cycling injury he has taken up the not-much-gentler pursuit of cross-country mountain biking. As a man who clearly looks after himself, does he eat Subway food often? 'Of course!'

He may spurn stereotypes - he laughs when he catches himself reeling off a marketing cliche - but Reynish does fit the mould of the workaholic marketer. He is learning German and is bluntly honest when asked about his fluency: 'Scheisse.' Yet his self-confidence recently enabled him to open an address to Subway franchisees in Germany in their native tongue. His ambition is such that Thursdays are now unofficially 'German Thursdays' for Reynish and two of his colleagues, who have banned themselves from speaking English for the day.

Reynish moved to the UK five years ago to take up the role of marketing director at Burger King. Although proud of his homeland, he is settled in Richmond, West London with his wife and two children. 'I spent 30 years in New Zealand and I plan to spend the next 30 here,' he says.

Reynish forged his links with Burger King in New Zealand, where he worked on the company's account at McCann Erickson. His success was such that he was snapped up by the burger chain, helping it expand its portfolio from nine restaurants to 79 in four years. …

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