Subway has introduced the next iteration of its restaurant image designed to further enhance the guest experience, improve convenience, and help drive franchisee profitability.
Set for a global rollout in 2025, the ‘Fresh Forward 2.0’ design is to build on the foundation of the sandwich chain’s initial Fresh Forward remodelling that launched in 2017. This is said to have helped reset brand perceptions, grow sales, and reenergize franchisees and their teams.
The latest redesign aims to add brand personality through vibrant décor elements including bold wall graphics, localised messages and signage, elevated lighting, and warmer wood tones.
Acceleration of Subway’s digital transformation journey is also being supported by the fitouts, including installation of self-serve kiosks (introduced earlier this year) as well order ready screens and kitchen display systems, which it said were currently being tested around the world. Costa Coffee has also initiated makeovers of stores with new touchscreen ordering systems, starting with its Tooley Street location in London back in June.
Subway’s global chief development officer Mike Kehoe described the launch of the first Fresh Forward as more than just a remodel. “It was a complete refresh and a competitive necessity for attracting guests and building pride among our restaurant teams,” he commented.
“Fresh Forward 2.0 is an exciting evolution of the design, ensuring we continue to future proof our business and deliver on our brand promises of experience and convenience for both our guests and franchisees,” added Kehoe.
Subway said that testing of the concept across all regions received “overwhelmingly positive feedback” from team members and customers, with the latter reporting that the new design significantly increases their likelihood to dine in and visit Subway restaurants again.
The UK is among the countries that are early adopters of the new design, which also include the US, Germany, France, Saudi Arabia, Panama, and Australia.
Subway’s global network of franchisees operates nearly 37,000 restaurants across more than 100 countries. At the start of the year, its UK estate totalled 2,291 outlets which placed it third behind Costa and Greggs in the Bakery Market Report 2024’s list of Top 75 out-of-home businesses in Britain.
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