Glocalization of Subway in India: How a US Giant Has Adapted in the Asian Subcontinent

This paper examines how Subway, the US fast food restaurant franchise, has adapted to Indian culture. Glocalization theory will be the guiding framework used in this analysis. Glocalization rests on the premise that a universal concept must change to fit and function in a local culture. Blending the...

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Bibliographic Details
Published in:Journal of Asian and African studies (Leiden) 2017-08, Vol.52 (5), p.573-585
Main Authors: Simi, Demi, Matusitz, Jonathan
Format: Article
Language:English
Subjects:
Adaptation
Adjustment
Advertising
Cultural attitudes
Cultural change
Cultural universals
Culture
Empowerment
Fast food
Global local relationship
Globalization
Hinduism
Local culture
Modernity
Social media
Traditions
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Summary:This paper examines how Subway, the US fast food restaurant franchise, has adapted to Indian culture. Glocalization theory will be the guiding framework used in this analysis. Glocalization rests on the premise that a universal concept must change to fit and function in a local culture. Blending the local and the global, it provides a passage to empowerment where modifications to a particular commodity can make it prosper in various traditions. Four important themes of glocalization emerged from this analysis: (1) adjustment of restaurant ambience; (2) adoption of Jain values; (3) adjustment of advertising practices; and (4) adjustment of the use of social media. An important conclusion is that, although India is embracing modernity, Subway has honoured many religious and cultural views in that nation.
ISSN:0021-9096
1745-2538
DOI:10.1177/0021909615596764