Subway has launched a new menu format, with 15 set fillings now lining up against its existing fully customisable option.
The new Subway Series Menu marks the ‘most meaningful change in the sandwich brands’ nearly 60-year history, the company said.
Fifteen chef-inspired fillings were created following extensive market research, which saw 1.4m Series Subs served in 340 restaurants across the UK.
The predominantly American-style flavours include the likes of Notorious B.M.T., Tex Mexan, Big Breakwich, and Great Caesar, as well as plant-base offerings such as Meatless Philly.
Subway said its new menu provides a simple, fast, and tasty experience for customers, who can also continue to create their own custom-made sub, wrap, SubMelt, or salad. It is available across more than 2,300 restaurants in UK and Ireland.
Subway called the UK a ‘nation of quick service restaurant lovers’, and claimed that nearly half of the population ordered takeaway and delivery food up to four times a week, with an average 3.8 billion sandwiches eaten per year. The Subway Series is expected to speed up ordering as well as simplify online and third-party delivery service ordering.
“In developing the new menu, guests told us that they wanted food tailored to their lifestyle,” said Subway’s UK and Ireland managing director Nigel Doughty. “In order to meet that need, 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.”
Supporting the menu launch is a multimedia campaign called ‘Two Ways To Subway’. The company claims it is its biggest investment to date, and focuses on innovation and championing consumer choice.
Earlier this month, Subway’s first quarter results reported a 10.5% increase in UK and Ireland sales compared to Q1 in 2022. Records for the top two highest weekly average unit volumes for the UK and Ireland were set in the past two quarters, while Subway also noted a ninth consecutive quarter of positive global sales.