From 1 January 2027, every new Subway restaurant and remodel in the region will be built to Blueprint, the centrepiece of the company’s multi-year business strategy – the initiative modernising the way guests order and eat.
For more than 60 years, Subway has been built around customisation: every meal made to order exactly the guest’s way. Blueprint extends that customisation beyond the food to the rest of the experience.
The concept began with listening to guests and franchisees. The result is a blueprint for how Subway and its restaurants will look, work and feel as the brand continues to grow.
The announcement comes as Subway continues to perform strongly. In the UK and Ireland, comparable sales have grown by double digits over the past two years, AUV is at a year-to-date record high, digital sales are up double digits, and net restaurant growth remains positive.
Across EMEA, meanwhile, Subway’s AUV is at a record high, up 8.4% over the past two years, while digital sales have risen 25% year to date.
Noteworthy too is that Subway has signed six Master Franchise Agreements in 14 countries over the past 18 months, representing nearly 1,300 planned restaurants over the next seven to ten years.
In the meantime, Blueprint covers three areas, each designed to give existing guests more reasons to return and new guests a reason to choose Subway:
- The restaurant. A fresh look and feel in a digitally connected space that flexes around guests and their choices
- Expanded occasions. A new breakfast and coffee offer, Grab & Go, and Subway After Dark, an evening experience with a different menu and mood
- The brand. Get Your Own Way, a new brand position and campaign for EMEA, giving Subway one consistent voice
“Guests want to eat their way, on their own schedule, and Blueprint is how we deliver on that,” said Tracy Gehlan, President, Subway EMEA. “We celebrate our guests’ individual choices, from how they order to when they visit to what they want in their meal, always with great food, great service and a great environment. For our franchisees, it means stronger restaurant economics and a stronger brand built for the long term.”
Restaurants designed for today’s guests
Choice and freshness take centre stage throughout the design, with salad ingredients, sauces and freshly baked bread showcased at the heart of the restaurant.
Guests choose how they order, with every way designed for a seamless experience and every guest getting the same freedom to build a meal exactly their way.
- At the customisation counter, guests order with a Sandwich Artist, choosing their favourites as they go
- Self-order kiosks let guests explore the full menu and customise at their own pace
- Subway app and delivery make ordering favourites from home, work or on the move even simpler
An order-ready screen shows each order as it is completed, and a clearly marked collection point makes pick-up quick and easy. Cookies and coffee sit within reach for a last-minute craving.
New brand proposition and campaign in EMEA
Blueprint comes to life for guests through Get Your Own Way, a long-term brand platform that celebrates the individual tastes and choices guests have always brought to Subway. It starts from one belief: life’s too short to eat food made for someone else.
Built around real guests and the meals they create, the campaign appears wherever guests meet Subway, from advertising and social content to packaging, the app and the restaurants themselves.
Rollout of Blueprint
The first Blueprint restaurants opened this summer in the Netherlands and the UK, and the Get Your Own Way campaign is now live across EMEA. New occasions, including Subway After Dark and Grab & Go, will roll out based on site and local demand.
Around the world, Subway’s more than 35,000 restaurants are independently owned and operated by thousands of dedicated franchisees.
