Subway vs. McDonalds marketing techniques

According to The New York Times article, "Eating Up Calories and Propoganda", Subway customers underestimate the number of calories they are consuming, due to the restaurant marketing itself as healthy.

For a meal with 911 calories, Subway customers believed they had consumed 205 less calories then McDonalds customers believed they had eaten.

When Building a Stronger Business, remember that perception influences buying decisions, but net calories are the after effect.