Subway plans to open up to 70 new restaurants in ASDA stores over the next four years, expanding the UK partnership as the sandwich chain works towards doubling its EMEA estate by 2031.
The expanded development agreement will increase Subway’s presence in ASDA locations by more than 50%. ASDA already operates more than 120 Subway restaurants, following a year of portfolio growth. The planned openings are part of Subway’s wider target of reaching 10,000 restaurants across Europe, the Middle East and Africa by 2031.
The company said its regional estate recorded positive net growth over the past year, while average restaurant sales volumes reached a record high. Digital sales also rose by more than 20% year to date, driven by orders through its app, in-store kiosks and delivery platforms.
Subway has signed six new master franchise agreements in EMEA in the past 18 months, covering 14 countries. Those deals span Central Europe, Azerbaijan, the Nordic countries, Iberia and Qatar. A recent agreement with Emerging Bites is for 300 restaurants in Austria, Hungary, Slovakia, Slovenia and the Czech Republic over ten years. Subway has also opened its first restaurants in Azerbaijan through a deal with N Sky Build.
“We’re building on a strong foundation across EMEA, with significant opportunities to grow in both existing and new markets,” said Tracy Gehlan, president of Subway EMEA. “Our ambition to double our footprint reflects our confidence in the brand, our development partners and the long-term potential across the region. By expanding in the right locations and improving the experience for our guests and franchisees, we can continue bringing Subway to more guests in EMEA.”
The expansion will be supported by Blueprint, Subway’s redesigned restaurant concept and new brand positioning, Get Your Own Way. The format introduces updated interiors and new customer occasions, including breakfast and coffee, Grab & Go and Subway After Dark, an evening offer with a distinct menu and atmosphere.
From 1 January 2027, new EMEA restaurants and remodels will follow the Blueprint design and operating model. Subway says the approach is intended to strengthen restaurant economics and help franchisees grow sales and profitability.
Key takeaways
- Subway and ASDA plan up to 70 additional UK restaurants over the next four years.
- The agreement would increase Subway’s presence in ASDA stores by more than 50%.
- Subway aims to double its EMEA estate to 10,000 restaurants by 2031.
