Subway prepares for a long overdue makeover

Subway brand announces a refurbishment programme that will bring the chain’s 2,500-strong store estate up to par with the consumer’s growing expectations. The opening of the fresh sandwich retailer’s 2,500th store last month in Keynsham, Somerset, is the second to endorse the new “Fresh Forward” store design which features brighter colours, a contemporary décor and a layout designed to offer a better queueing experience. Subway plans on refurbishing eight stores by the end of the year and over the next few years, the remaining stores will be completed.

Sacha Clark, marketing chief, admits the brand’s revamp is long overdue and in taking this step forward, Subway is catching up with McDonald’s and Greggs instituted store upgrades. “We’ve been in the market a long time, but given the rate at which our customers have changed in terms of well-being, nutrition, on-the-go food expectations, this is very much bringing the brand up to speck, to what the customers expect to see from us”, say Clark.

After working as a freelance marketing consultant for several years, Clark joined Subway in July and says that it was the chance to lead such a large revitalisation is what had attracted her to the job: “This kind of brand transformation doesn’t happen at this scale very often.”

The opening of the Keynsham store is Subway’s statement that it is on track to hit its target of retaining 3,000 UK stores by 2020, which Clark says is a reaffirmation of the brand’s commitment.

Subway’s new format brings several improvements that play into each other. The new queueing mechanic will allow customers to breeze swiftly through the queue with ample time to explore the menu. The new design scheme includes new staff uniforms which gives staff members the opportunity to customise their own attires.

As for the fresh sandwiches Subway is famous for, the new menu will respond to trends by, for example, introducing poached eggs to the breakfast menu, a limited edition BBQ beef burnt ends sandwich filling, a range of alternatives to carbs, and as it is already the case in a handful of stores in hospitals, innovative drinks which meet NHS CQUIN targets.