Subway Franchise Communications — Turkish Localization

Indirect client: Subway (Middle East & Africa Operations)

Subway is the world's largest submarine sandwich franchise with operations in more than 100 countries. The Middle East & Africa division manages franchise operations, training and brand standards across a region where Turkish is a primary language market.

▮The Brief

Subway came to us with a recurring need — Turkish localization of franchise operations content across multiple content types simultaneously. The relationship ran from 2011 through 2015 with consistent monthly delivery cycles.

▮Content Scope

Sandwich Artist News (SAN) — the primary franchise employee communication publication. We translated 70+ consecutive issues of this newsletter, covering operational guidance, product updates, promotional content and franchise management communications. Issues were delivered monthly with a consistent turnaround.
Training and operational materials — employee training content including "Be Part of a Winning Team" recruitment materials, "Perfect Bread Every Time" baking standards, anatomy of sandwich training materials, and quick reference guides.
Menu content — product descriptions, menu translations and pricing transcripts for the Turkish market.
Surveys and questionnaires — franchise operator surveys and employee questionnaires.
Approval and disapproval letters — formal franchise communications requiring consistent register and terminology.
Website localization — Turkish localization of Subway's website content.
WOW translations — promotional and marketing content.

We work directly with
Solplanet / AISWEI, Hoogendoorn Growth Management, Delta Plus Group, HI-REZ Studios, Yum! Brands, Subway, Toyota, Siemens Gamesa, Fluke, Faro, Xerox, TP-Link, OSCE, Umweltbundesamt, American Bar Association, Playata / European Games Group — and many others across energy, horticulture, safety equipment, gaming, automotive, food, and public sectors since 2002.

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1. Technical translations
Energy, manufacturing, machinery, products, devices & tools, electric & electronic systems, automotive, automation, agrotech, computers, safety, quality, compliance

2. Legal translations
Legal contracts, standards, and laws

3. Medical translations
Regulated, medical content

4. Web & App Content
Websites, software, games

5. Scripts & Subtitles
Media, AV, and timed-text localization

▮What the Work Required

Brand voice consistency across 70+ publications. Sandwich Artist News is a brand communication tool — the tone, register and terminology must be consistent across every issue. A franchise employee reading issue 72 should encounter the same terminology decisions as issue 7. We maintained a Subway-specific Turkish glossary and translation memory throughout the programme, ensuring consistency across all content types and across the full duration of the relationship.

Food industry terminology. Menu content and product descriptions require accuracy in food terminology, ingredient names and preparation language. Turkish food vocabulary has specific conventions — what sounds natural in English can read awkwardly in Turkish without cultural adaptation.

Operational register. Franchise operations documentation — approval letters, surveys, training materials — requires a formal, consistent operational register. This is not marketing copy. The translator writing an approval letter for a franchise operator is writing a corporate communication with legal and operational implications.

Monthly production workflow. Regular publication cycles require reliability above all else. A monthly newsletter cannot wait for translator availability. We maintained a dedicated team for Subway content throughout the programme — the same specialists, the same workflow, the same delivery schedule.

▮Results

Four-year franchise communications programme for one of the world's most recognised food service brands. 70+ issues of Sandwich Artist News delivered in Turkish. Menu content, training materials, website localization and formal franchise communications delivered consistently throughout.

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