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Lesson #3: Put Yourself in Your Customers’ Shoes
Hindsight is 20/20. Looking back on the success – or lack thereof – of his first Subway store, DeLuca acknowledges that his biggest mistake was its “crummy location. In February, the store was doing so bad that we were thinking of closing up.” But together with his partner, Buck, the pair decided to try something even more eccentric: they decided to open up a second store. “We talked ourselves into building the second store,” says DeLuca.

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The Sandwich King: The Early Years of Subway’s Fred DeLuca
Fred DeLuca was nothing more than a kid from “The Projects”, looking for a way to pay his college tuition when he opened up a sandwich store in Bridgeport, Connecticut. At the time, he could not even afford the $25 lawyer’s fee he needed to sign the lease. That was back in 1956. Today, his store has blossomed into the third largest fast food chain in the world. Subway remains one of the largest global privately held companies and earns revenues in excess of $9.5 billion.

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