Subway Rolls Out $80 Million Investment Program

Sandwich company aims to modernize and revive itself from a sales slump.

August 07, 2018

MILFORD, Conn. – Subway and associated vendors are investing $80 million to make changes to its 26,000 U.S. restaurants by summer 2019. The new merchandising program, free of charge to franchisees, was piloted in San Diego and aims to emphasize the brand’s personalized customer experience.

“Fresh Now” will feature flavor stations where customers can add their own spices, seasonings, oils and spreads; new beverage stations with Watermelon Agua Fresca, Passion Fruit Agua Fresca, Homestyle Lemonade, Green Tea and Unsweetened Black Tea; new menu boards; new uniforms; a new loyalty program; and new double-meat Signature Wrap sandwiches.

“Fresh Now is the next step toward offering a modern view of the brand and is focused on the Subway flavor experience,” James Walker, vice president of North America, said during an August 2 presentation at the company’s global annual convention in Washington. “The program lays the foundation for us to layer on new elements and explore new flavors while delivering an enhanced customized experience to guests. The enthusiastic responses from Subway guests and the excitement from franchise owners for this program drove the decision to roll out Fresh Now in all U.S. restaurants by summer 2019.”

It comes at a time when the sandwich company is experiencing a long sales slump. A Bloomberg article in April 2018 reported that Subway plans to close 500 U.S. stores and focus on international expansion.

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