Subway has opened its first store within an Asda supermarket.

Situated on Old Kent Road, south London, the 720 square foot store is the 234th opened by Hamed Al-Naqeeb, Subway development agent for London and Greater London.

Al-Naqeeb commented that the opening of the store within an Asda supermarket is a “big step” for the brand, with the move capitalising “on customers needing to shop and eat all in one place”.

According to the brand, demand for quick service restaurants has encouraged Subway’s brand development in non-traditional, off high street locations such as supermarkets and convenience stores.

Trevor Haynes, area development manager for Subway UK and Ireland, said: “The non-traditional locations are a key area of growth for the Subway brand in the UK and Ireland. The simple operations that are involved in running a Subway franchise and the convenience offer make it a perfect fit for these style locations.  The partnership with Asda is the first of its kind and we are excited to see what this could lead to in the future.”

Richard White, Asda head of estates optimisation, added: “This is a unique and exciting opportunity for ASDA to work with Subway. We are delighted to bring forward an enhanced offer to our existing Old Kent Road customers.”