Three Dimensions of Translating the SUBWAY Brand Name to Chinese

Subway in China: Describing the Experience

SUBWAY's Chinese name 赛百味 (Sai-Bai-Wei) represents a distinctive approach to translating a brand name to focus on describing the customer experience rather than attempting a direct translation of the original name. While the original English name "Subway" referred to subway trains - named after the first store's location in a Bridgeport, Connecticut subway station and styled to evoke New York City subway signage - this American urban transit association had little relevance for the Chinese market. Instead of a literal translation of underground trains (地铁), the chosen Chinese translation 赛百味 demonstrates how departing from the original name's meaning can sometimes better serve a brand's market positioning.

Subway's Chinese name 赛百味 (Sai-Bai-Wei) prioritizes customer experience over direct translation of the original name.

Understanding the Characters

The name consists of three characters that work together to describe the Subway sandwich experience:

- 赛 (Sai): "to stuff/fill"

- 百 (Bai): "hundred"

- 味 (Wei): "flavors/tastes"

Together, these characters create a name that means "to stuff with hundreds of tastes" - a remarkably accurate description of Subway's customizable sandwich concept.

The Phonetic Dimension

- 赛 (Sai): Approximates the "Sub" sound

- 百 (Bai): Creates a bridge sound

- 味 (Wei): Echoes the ending sound of "way"

The combination creates a flowing pronunciation that maintains some connection to "Subway" while prioritizing meaningful description over exact phonetic matching.

The Semantic Dimension

The name works through specific denotative meanings:

• 赛 literally describes the physical action of stuffing or filling

• 百 directly indicates quantity and abundance through the number "hundred"

• 味 specifically refers to flavors and tastes available

• Together they create a concrete description: "stuff with hundred flavors"

This semantic layer provides immediate, functional understanding of the product offering. It communicates tangible attributes about the sandwiches themselves and the service process, creating clear expectations about what customers will experience.

The Brand Essence Dimension

Beyond phonetics and literal meaning, 赛百味 (Sai-Bai-Wei) brilliantly captures Subway's fundamental character and core brand promise. Since its founding, Subway has differentiated itself through customization, fresh ingredients, and customer choice – the ability for each person to create their perfect sandwich.

The Chinese name preserves and enhances this brand essence in several ways:

• It emphasizes Subway's defining characteristic of personalization and customization

• It reinforces the brand's core promise of variety and abundance of options

• It captures Subway's customer-centric approach where the consumer controls their creation

• It communicates the brand's value proposition of freshness and choice

• It maintains Subway's positioning as different from traditional fast food through made-to-order preparation

Unlike translations that might preserve sound but lose the spirit of the brand, 赛百味 succeeds in transferring and even amplifying Subway's essential brand promise. The name doesn't just identify the restaurant; it communicates exactly what makes Subway distinctive – a place where customers can create personalized sandwiches with countless flavor combinations.

This focus on brand essence was particularly important for Subway entering China, where the concept of build-your-own sandwiches was unfamiliar. The name needed to educate consumers about the unique offering while establishing the brand's essential character from the outset.

Strategic Choices

The name demonstrates several sophisticated decisions:

1. Experience Over Translation

• Abandons literal translation of "Subway" (地铁 or underground train)

• Focuses instead on describing the customer experience

• Creates immediate understanding of the offering

• Avoids confusion with transportation references

2. Process Description

• Captures the distinctive sandwich assembly process

• Emphasizes customization as key differentiator

• Suggests fresh preparation

3. Value Proposition

• Implies variety, abundance, and value through options

• Suggests customization and choice

• Positions brand as generous and customer-focused

4. Market Education

• Helps introduce a new food concept

• Makes the offering immediately understandable

• Sets clear expectations

Lessons for Brand Translation

Subway's case offers several valuable insights:

1. Sometimes describing the experience is better than literally translating the name

2. Brand essence can be enhanced and clarified through translation

3. Core differentiators can be communicated through naming

4. Customer experience can drive naming strategy

5. Educational function can be integrated with brand positioning

As Subway has expanded in China, 赛百味 has proven to be an effective name that communicates the brand's key differentiator - customization. The name has helped establish Subway's position in the market by clearly communicating its unique offering and value proposition.

This naming strategy demonstrates how effective brand translation can prioritize describing the customer experience over maintaining the original name's meaning. It shows how a name can serve both branding and educational purposes in a new market while successfully transferring the brand's essential character.