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Miami Subs needed to distinguish itself from Subway and Quiznos. Making the most of its existing pink-and-blue tropical motif, we emphasized the upbeat feeling of the restaurants with the positioning Happiness is good food. Playing on the Subs in its name, we said Miami Subs offered Food, from the SUBStantial to the sublime. and urged Accept no SUBStitutes. From its base in Florida, the chain quickly expanded nationwide, and now is as far afield as Romania and Turkey.