Subway, the submarine sandwich chain, is adding new Subway sandwiches to its menu for the first time in its nearly 60-year history. The chain introduced a dozen new Subway sandwiches that are a combination of the brand’s signature meats, cheeses, vegetables and sauce ingredients on freshly baked bread in a new line called the Subway Series.
The Subway Series also shifts away from the chain’s long-standing model that involved ordering build-your-own sandwiches. Instead of customizing your sandwich, customers can order the new sandwiches by name or number. However, customers can still customize their sandwich or order one of the Subway classics like the Italian B.M.T.
“The Subway Series is the most ambitious undertaking in company history, as we are changing the nearly 60-year-old blueprint that helped make Subway a global phenomenon,” said Trevor Haynes, President, North America at Subway, in a press release.” Whether you leave the sandwich-making to us or are craving your custom creation, there are more reasons than ever to make Subway your dining destination.”
The Subway Series menu is divided into four categories with three new Subway sandwiches each:
- Cheesesteaks: #1 The Philly, #2 The Outlaw and #3 The Monster;
- Italianos: #4 Supreme Meats, #5 Bella Mozza and #6 The Boss;
- Chicken: #7 The MexiCali, #8 The Great Garlic and #9 The Champ; and
- Clubs: #10 All-American Club, #11 Subway Club and #12 Turkey Cali Club.
Along with unveiling the new Subway sandwiches, the chain is also offering a special deal. On July 12, Subway is giving out up to one million free six-inch Subway Series subs. Customers can stop in from 10 am to 12 pm at participating locations to claim their free sandwich.
The new Subway sandwiches have been in the works since last summer when the chain introduced “Eat Fresh Refresh,” offering more than 20 “new and refreshed” ingredients to its menu, according to a press release. As part of the campaign, Subway began slicing its turkey and ham more thinly and brought back past items like rotisserie-style chicken and roast beef.
The Subway Series launch comes on the heels of the chain’s improved packaging and redesigned catering program, complete with new easy-order menu choices, convenient delivery and pick-up options. Last year, Subway also became the first quick-service restaurant (QSR) brand to offer a one-net-carb bread option as part of a new product test in partnership with food tech startup Hero Labs, Inc.
Sales at Subway’s US locations have been falling in recent years, according to the research firm Technomic. System-wide sales at Subway’s US locations were $12.3 billion in 2013, which was its best year of the past 15 years. In 2021, sales slumped to $9.4 billion, according to Technomic’s analysis. The number of locations in the US has declined for the fifth year in a row to 20,746 restaurants in 2022.
Despite this, Subway’s move could be a game-changer for the industry, coming after years and years of fast-food chains embracing customization. Plus, in the case of Subway, the need to shake things up could be a way to stand out from competitors such as Jersey Mike’s and Firehouse Subs.