Industry analysts like Bob Phibbs, chief executive of the New York-based consulting firm Retail Doctor, say changing tastes on the part of consumers, who more frequently prefer locally sourced produce and hormone-free meat served by regional start-ups like Sweetgreen, especially in metropolitan areas, are the cause of the drop in Subway's sales, as well as the loss of market share to competitors. These include fast-casual eateries and sandwich shops like Panera Bread, Au Bon Pain and Firehouse Subs, as well as food trucks, and grocery stores that offer freshly made meals at competitive prices. In January 2018, Subway invested $25 million in a re-branding campaign targeted at young consumers in order to revitalize its image and boost sales.[1]