Subway will introduce self-order kiosks to its estate later this year, while evolving its loyalty app as part of its digital enhancements initiative, UK managing director Nigel Doughty tells MCA.
The new enhancements will continue the move towards a more contemporary brand, with Subway transitioning to a more modern interior design over the past few years and also making improvements to its third-party delivery experience.
The 2,300-strong business reported a 10.5% rise in same-store sales, which have tripled on 2019 levels, in its Q1 2023 update.
“Subway in the UK and Ireland is already a billion-dollar business,” Doughty says. “We are pursuing additional growth by not only transforming our menu to drive sales and traffic, but also by strategically opening new locations, improving operations, and enhancing digital innovation and guest experiences.”
Third-party delivery has declined slightly to 17% of total sales from 19% in 2021, indicating customers are coming back into restaurants, Doughty explains.
Pushing forward with digital-first innovations will also complement the new Subway Series menu – one of the biggest changes in the brand’s history – which allows customers to choose from fifteen sandwiches on the menu or continue to create their own.
Digital ordering will also allow for a seamless and effective experience for app users to collect points and use offer codes, according to Doughty.
“We have used consumer insights to develop our new menu,” he adds. “We are known for letting the guest decide the flavour when it comes to our Subs, but Subway Series is about evolving our current offering.”
The menu was also designed to align with health-led consumer trends, with 80% of the new items under 500 calories per six-inch portion.
“Subway Series is a ‘best-of’ set of recipes, taking inspiration from our classics and adding new combinations and extra flavour to make the experience of ordering not only easier but faster too.”
The Subway Series launch was accompanied by an eight-figure marketing investment across the UK and Ireland, with the brand back on TV for the first time in several years and announcing a new partnership with Love Island.
Despite efforts to contemporise the brand, Doughty emphasises it sees growth across demographics.
“We see a fantastic opportunity for growth across all channels and age demographics in the future.”
Subway continues to target strategic physical expansion and sees the right franchise partners being key to growth.
“We are continually looking to develop more stores openings, but we also want to do that in the right way, in the right location and with the right business partners.”
The brand’s vegan sub has seen “significant popularity,” although bestsellers still include the B.M.T., steak and cheese, and tuna.
Hot food choices have also seen an uptick, with SubMelts include in the new menu.
“We are looking forward to seeing how trends in the new menu will compare to the create your own classics that our guests loved for so long.”
