Subway | USA

Revolution on the menu

Subway USA: The new Subway Series takes up a lot of space in the presentation, the "Build your Own" classics are placed much less prominently.
Subway USA: The new Subway Series takes up a lot of space in the presentation, the "Build your Own" classics are placed much less prominently.

Which bread? With onions/peppers/tomatoes? Which sauce? Maximum customizability has been at the core of Subway's business model since it was founded. In the U.S., the sandwich formula is moving away from that concept with a new menu. Subway calls it the "most significant menu change in our more than 60-year history."

The core element of the new menu is the Subway Series, introduced in the U.S. in early July, consisting of twelve new signature sandwiches that guests can order by name and number. While the build-your-own ordering familiar from the past, with each ingredient selected individually, is still available, as is individual customization of the Subway Series sandwiches. But by prominently featuring the Subway Series and customizing the ordering system, guests will be encouraged to make more use of the new Subway Series.

Operationally, this should have a positive impact on ordering and preparation times. "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. 

Operational advantages

The new sandwich lineup was tested in select restaurants for several months before a broad rollout. About half of customers ordered the new sandwiches without any changes , Haynes told industry magazine Nation's Restaurant News (NRN).

Franchisees are pleased with how much easier the new assortment makes the ordering process, Haynes added. The focus on signature sandwiches also simplifies employee training, he explained. Haynes says average receipts have also increased, as well as service times have become shorter.

Development time over a year

The Subway Series was developed by Paul Fabre, senior vice president of culinary and innovation, and his team, NRN reports. The goal: to streamline production and improve guest satisfaction thanks to the range of sandwiches that cater to a wide range of mass tastes by requiring guests to make minimal choices.

Fabre says the sandwiches took more than a year to develop. "It's really an all-star lineup," Fabre told NRN. He said his team benefited from ingredient upgrades Subway made last year as part of its "Eat Fresh Refresh" initiative to improve food quality. These included an improved chipotle sauce and ranch dressing, as well as a new garlic sauce.

The Subway Series menu is divided into four categories with three sandwiches each:

  • Cheesesteaks: #1 The Philly, #2 The Outlaw, #3 The Monster
  • Italianos: #4 Supreme Meats, #5 Bella Mozza, #6 The Boss
  • Chicken: #7 The MexiCali, #8 The Great Garlic, #9 The Champ
  • Clubs: #10 All-American Club, #11 Subway Club, #12 Turkey Cali Club

About Subway

As one of the world's largest quick service restaurant brands, Subway serves freshly made-to-order sandwiches, wraps, salads and bowls across more than 100 countries in more than 37,000 restaurants every day. Subway restaurants are owned and operated by Subway franchisees – a network that includes more than 20,000 entrepreneurs and small business owners.