Subway®, one of the largest restaurant chains globally, is innovating its offerings with the introduction of its new Subway Series menu in the UK and Ireland. This significant change, marking a pivotal moment in Subway’s nearly 60-year history, aligns with its ongoing worldwide business transformation efforts, which have led to nine consecutive quarters of global comparable sales growth.
With a near-billion-dollar footprint in the UK and Ireland, Subway is charting a path to further expansion. This strategic plan includes a comprehensive transformation of its menu to bolster sales and customer footfall, alongside the strategic establishment of new locations, operation improvements, and a focus on digital innovation to enhance the overall guest experience.
The Subway Series Menu is the product of extensive market research and has been well-received by guests during testing. The trial, involving the service of 1.4 million Series Subs across 340 restaurants in the UK, informed the decision to expand the offering to more than 2,300 outlets in the UK and Ireland. Customers now have a choice between 15 chef-inspired creations for a quick, simple, and delicious Subway experience, or they can opt to design their own custom-made Sub, Wrap, SubMelt®, or Salad.
As convenience food continues to gain traction, with nearly half of the population ordering takeaway and delivery food up to four times a week, Subway offers this fresh, chef-inspired menu as an answer to customer demand for easy choices amidst an often overwhelming array of options. The revamped menu is anticipated to expedite ordering and simplify the process for online and third-party delivery services.
Nigel Doughty, Managing Director, UK and Ireland, shared that customer feedback played a crucial role in shaping the new menu, stating, “Guests told us that they wanted food tailored to their lifestyle. We’ve evolved our menu and are putting the power back into the hands of guests, so that there are now two ways to Subway – created by us or created by you.”
Subway will launch a new creative to support the menu, centered around the theme of “Two Ways to Subway.” The campaign will spotlight innovation and consumer choice and represents Subway’s largest media investment to date.
Subway’s performance continues to show strong upward momentum, as revealed by its ninth consecutive quarter of positive global sales. This progress aligns with the brand’s multi-year transformation strategy, which has led to continuous double-digit growth in the UK and Ireland. Notably, Subway’s Q1 results compared to the same period in 2022 show a 12.1% increase in same-store sales and an 11.4% rise in digital sales.
Subway looks to maintain this forward trajectory, with future plans including continual menu innovation, ingredient upgrades, and digital enhancements in key global markets. Additionally, the brand seeks to maintain strategic growth to benefit franchisee profitability and sustain its market position, which includes plans for new traditional and non-traditional outlets. Subway also plans to collaborate with well-established operators with market-specific expertise to strategically expand its global presence.
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