When discounts become your entire brand, it’s only a matter of time before they destroy it. Subway learned that lesson the hard way. In 2005, a Subway sandwich shop franchisee named Stewart Frankel ran a simple promotion to boost weekend sales - get any footlong sandwich for $5 (instead of the usual $6). Frankel made a few simple “$5 Footlong” signs to hang in his window. And in the first 2 weeks the promotion ran, his sales went up an incredible 65% to $23k - that’s more than 4 times the...