Jared and Subway: Who’s the biggest winner?

TYSONSCORNER,Va.— Jared Fogle was so fat that he couldn’t fit through doorways. He couldn’t squeeze into car seats. And he chose college classes by testing classroom seats to see if could maneuver his 425-pound frame into them.

“My whole life was about planning ahead to avoid embarrassing situations,” said Fogle, in an exclusive interview with USA Today on the 15th anniversary of his famous Subway diet.

Fogle ate his way to fame with the “Jared Diet” by shedding 245 pounds in about a year.

In a nation obsessed with all things skinny, Fogle epitomizes every dieter’s dream: keeping the weight off.

Long before there was “The Biggest Loser” or a Jillian Michaels or an HCG Diet, there was Jared, who is sometimes known as “The Subway Guy.” Fogle is no less a franchise to Subway than Ronald McDonald is to McDonald’s — but without the face paint.

“Jared gave Subway the health halo before any of us even knew the term,” said Robin Lee Allen, executive editor at the trade publication Nation’s Restaurant News. “Nobody else has struck on a Jared.”

The question after15 years is this: Whohas benefited the most from the relationship that has utterly changed the way a fast-food joint can market itself.

“It’s an elegant dance,” said Robert Thompson, pop culture professor at Syracuse University. “But like a bird that sits on a hippo’s back and picks off the insects — the hippo gets rid of the bugs and the bird gets dinner.”

Partnership benefits both financially

Even with the $200 billion fast-food industry embroiled in a market share melee, Subway’s growth has exploded during Fogle’s 15 years with the privately held company that does not publicly disclose or discuss its income or revenue.

Subway more than tripled its U.S. sales to $11.5 billion in 2011, from about $3.1 billion in 1998, the year before Fogle started with them, estimates Nation’s Restaurant News.

Fogle has become a mini-empire, starring in more than 300 Subway TV commercials; writing one autobiographical book and considering a second book aimed at children; emerging as a motivational speaker who pulls in $5,000 to $10,000 for personal appearances while amassing a net worth that may exceed $15 million, estimates celebritynetworth.com.

“Subway generated the perception that it’s a healthy place to eat through Jared, and it stuck,” said restaurant researcher Malcolm Knapp. “That’s a very powerful tool.” Subway spokesman Jared Fogle keeps his 58-inch pants with him. Since Jared came on-board in 1998, Subway’s growth has gone bonkers. JACK GRUBER/USA TODAY SPORTS

Subway needs a fit Jared

Fogle, 35, said the hardest part hasn’t been losing the weight, but keeping it off. When he puts on more than 20 pounds — as he did a few years ago — Subway comes knocking at his door and not-so-subtly reminds him to lose the poundage. Reason: Jared has been a gold mine for Subway.

“If I had to guess,” said Tony Pace, who is Subway’s marketing chief. “I’d say one-third to one-half of Subway’s growth (over the past 15 years) is because of Jared.”

Just for perspective, the other half, he said, comes from one of the most successful fast-food promotions of all time: the $5 foot-long. (To stir up traditionally slow February business, Subway is offering many of its 12inch subs at a bargain $5 this month.) But not everyone loves Jared. The gossip sheets were relentless three years ago, when Fogle put on weight. And some YouTube parodies of Fogle have been merciless.

There’s even some question about just how likable he is. Fogle’s Q-Score rating, in terms of “likability,” is a 8 percent, which is less than half the “average” likability Q-Score of 17 percent. Even then, folks are far more familiar with Jared than most celebs, with his “familiarity” score at 61 percent, which is about twice the average 28 percent. “He certainly has a presence,” said Henry Schafer, executive vice president of The Q Scores Co., “but not a strong emotional connection.”

Jared’s weight loss inspires fans

At a Subway store inside the bustling Tysons Corner mall, dozens of hungry, lunchtime shoppers instantly segued from shock — to giddiness — at the sight of Fogle. Hector Acevedo of Alexandria, Va., approached Fogle, and asked him to sign the wrapper of his Club Sand- wich.

“I’ve had people ask me to sign their bread,” Fogle said. He pretty much accommodates any request — as long as it’s nothing naughty.

Acevedo confided that he lost110 pounds — partially inspired by Fogle. “I used to weigh 300 pounds,” said Acevedo, who now looks svelte. “Once you see Jared, you figure if he kept the weight off, you can, too.”

This from a guy who, as a college student, took a 45minute bus ride around campus to avoid walking to a classroom five minutes from his dorm.

Fast-forward to 2013: Subway now underwrites Fogle’s gym membership and has linked up Fogle with a personal trainer who works with him three days a week. It’s in Subway’s best interest, after all, for Fogle to keep the weight off.

Subway, Jared value the other

Fifteen years from now, said Subway’s Pace, Fogle could still be part of Subway’s marketing mix. “As long as he keeps the weight off, it will resonate a long, long time,” he said.

These days, Fogle eats only two or three times a week at Subway. As far as who has done the most for whom, well, Subway’s Pace is certain that Jared has done more for Subway. “His value to the brand is inestimable,” he said.

But Fogle believes otherwise. His measuring stick is his own life. He remarried several years ago and along with his wife, Katie, has an 16-month-old son, Brady.

His full-time job is being himself. He flies first class. He stays in five-star hotels. He gets driven around in limos. And all he did was lose some weight.

Sometimes Fogle asks himself ‘What if?’ What if, that is, he’d never walked into that Subway15 years ago and started Day One of his diet?

“This brand saved my life,” Fogle said.