Subway plans to overhaul its menu and rollout key digital upgrades to improve unit efficiency and the overall brand experience. In January, it was widely reported that the behemoth chain closed more than 2,000 of its stores in 2020, and that was after flagging sales in 2019 had caused more than 1,000 closures.
Subway’s Eat Fresh Refresh arrives in U.S. restaurants nationwide on July 13. More than 10,000 stores will close early on the July 12 and open with an entirely revamped menu the following day. Subway will give away up to 1 million free subs from 10 a.m. to noon (local time) to promote the new menu and to lure diners back to the chain.
More than 20 menu updates include 11 new and improved ingredients, 6 all-new or returning sandwiches, and 4 revamped signature sandwiches. A highlight among the changes are two new fresh-baked breads, Artisan Italian and Hearty Multigrain. Subway worked with a panel of bakers over two years to develop the new bread recipes and baking method, per a release. Other changes include new sauces and proteins.
Subway is making the digital ordering experience simpler and more intuitive by meeting guests where they are on the Subway App, Subway.com and through third-party delivery partners. These enhancements provide the same customized and consistent experience found in Subway restaurants. The updated Subway App features a new dashboard, improved ordering flow and insight into out-of-stock items. Further updates are planned for the fall. Additionally, Subway Delivery is rolling out in select areas and allows guests to place delivery orders through the Subway App and Subway.com.
Guests visiting Subway in person will find restaurant design refinements and remodels along with Sandwich Artists ready to serve the new menu and offer an improved restaurant experience.
In 2017, Subway rolled out its Fresh Forward prototype. Despite its recent challenges, Subway still serves millions of guests across more than 100 countries in nearly 40,000 locations every day.