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American fast-food chain Subway arrives in France

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  1. Introduction
    1. Definitions
    2. What is Subway concept?
    3. Why is it called Subway?
    4. Why the name was not translated to French
    5. Slogan
  2. Subway's adaptation to French culture and gastronomy
  3. Conclusion

Subway is an American fast-food chain specializing in sandwiches and salads. Its slogan is 'Eat Fresh'.
There are more than 28,417 Subway outlets in 86 countries of which 70 are in France. In the USA, this franchise is even more popular than Macdonald's with more restaurants! Subway is continuing its worldwide expansion and is currently targeting Europe.

In order to understand this report better and to be on the same wavelength, it is very important to define some key words such as restaurant, sandwich and fast food.

According to the dictionary, a ?restaurant? is a place where you can buy and eat a meal.

The word 'sandwich' that we use today means: ?one or two slices of bread between which are laid meat, vegetables or cheese? . This word originated in London in 1762 when an English nobleman from Sandwich Islands, John Montagu, was too busy gambling to stop for a meal even though he was hungry. The story goes that he ordered a waiter to bring him roast-beef between two slices of bread.

Concerning ?fast-food?, this word means: "food that can be prepared and served very quickly?. The modern history of fast-food started in America on July 1912 with the opening of a fast-food restaurant called the Automat in New York. The Automat was a cafeteria with its prepared foods behind small glass windows and coin-operated slots. Numerous Automat restaurants were quickly built around the country to deal with the spike in demand, and they became extremely popular throughout the 1920s and 1930s. Their slogan was ?Less work for Mother?.

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