Move over dala chicken; Subway opens in Belize
McDonald’s, Burger King, Pizza Hut, Wendy’s, Popeye’s, K.F.C., Taco Bell…the list goes on and on. But since 1981 Belizeans who have not ventured abroad have only been able to experience these international culinary icons on TV. But whether you view U.S. eating habits with horror or envy, the fact is that, as of last weekend, Belize has entered the world of franchised fast food.
“Good afternoon, welcome to Subway, what kind of sandwich can I get you today?”
Janelle Chanona, Reporting
It opened without fanfare on Saturday, but by the looks of it, word got around. Sandwiched in along one of the busiest streets in the heart of the education district, Subway is the first international franchise to open in Belize in more than twenty years.
Arturo Kosberg, Director, Subway Latin America
“The sales and the response of the people have been excellent. And I really think that we will probably end up opening the second store before the end of the year.”
According to Director of Subway in Latin America, Arturo Kosberg, as in the rest of the world, they’ll soon have Belizeans eating out of their hands.
Arturo Kosberg
“When you purchase a franchise you’re not only buying the name, you’re buying the support, the know how…Right now we are looked at as an international franchise, but our goal is to be looked at as a local restaurant. We also have Subway in Belize just like they do in France, Germany, Mexico or anywhere in the world.”
“The way people are eating around the world is changing. We are more concerned with the amount of fat and calories we are taking in so Subway is really making a big issue on health food now.”
Already armed with a healthy customer base, Terry Vukonich, owner of Subway Belize is confident that her restaurant won’t meet the fate of Belize’s only other franchise experiment: Kentucky Fried Chicken, which was forced to close its doors in 1980. Right now, Subway is using imported meats and making its own breads, but Vukonich says she will try to strike up deals with local bakers and butchers.
Terry Vukonich, Subway Belize
“Our biggest plan is to try to access all our products locally so that we’re not having the trouble trying to get product in the country. Our main management will only be local people. I think that’s very important that we’re giving back to Belize instead of bringing people from another country to run this Subway; I don’t think that’s how it should be. I think we need to be providing jobs for local families and bringing the dollars back to Belize.”
“We make the sandwich however you want, you sit and you look, you tell me what kind of meat you want on it…we have specialty breads, that’s probably one of the biggest things that’s different. Rather than just saying white or wheat bread, we have a Parmesan oregano bread, we have a Monterey cheddar bread and we have a honey oat bread, so we just get some toppings that are on the white and wheat bread. So it offers a little variety, a little change in taste.”
But some strong criticism from the community is that Subway will torpedo existing local operators also in the business of selling submarine sandwiches.
According to Billy Musa Jr. Director of Super Subz, their company will stick to what has worked, but will soon start offering meal deals and delivery service to their clientele.
Billy Musa Jr., Director, Super Subz
“We welcome fair competition. We realize that the consumers will have a choice and we feel that we have developed a product that is quite compatible to the Belizean palette and I don’t foresee losing any great sales.”
“All the products that we sell in our sandwich, I would say about ninety percent of it, is Belizean grown products and Belizean made products, the breads, the meats as I said, the vegetables. And so, yes, with globalisation I do believe there will be more international franchise, but nevertheless we are prepared to brace any one of them that should come to Belize.”
Terry Vukonich
“We are not seeing any of it as a competition, we just want to be different enough that today you might be in the mood for a Subway or tomorrow you might be in the mood for chicken. But I don’t think we want to sit there and say we are here to compete with anyone. We just want to provide a great product for Belize and we’re gonna stick just to the way Subway has it, all the formulas.”
Both Subway and Super Subz say they plan to open branches in other districts, possibly by the end of this year.
