Behind Subway’s menu revamp

Before its full national rollout, the Subway Series was tested by 1,700 customers, as Subway underwent one of its biggest business transformations to date

As part of its ongoing global business transformation, Subway has launched its new Subway Series Menu in the UK and Ireland, marking the most significant change in its 60-year history.

But before Subway went live with the new menu, the international fast-food brand first tried to find out what consumers would think of the change. In a period of eight months across 340 stores, 1,700 people tried the new menu and were asked for their opinions and their experience—with most giving positive feedback.

“Of guests who shared feedback, over 40% who ordered from the Series menu were more satisfied vs their previous visit to, or order, from Subway. Of those trying the new Series items, guests were generally satisfied with the variety and the taste of the products, and many said they would buy something from the Series menu again. Nearly half of those who tried the Notorious BMT & The Big Breakwich said they would buy the items again,” Nigel Doughty, Managing Director, Subway UK and Ireland said during a quick interview with QSR Media.

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After the intense testing, Subway was ready. They launched the brand-new Subway Series menu to sit alongside the long-established ‘Create your Own’ menu

“We have used consumer insights to evolve our new menu and are putting the power back into the hands of our guests by giving them a new way to Subway – created by us or created by the customer,” Nigel said

Nigel said that more and more consumers in the UK want food tailored to their lifestyle, which was why Subway has chosen to upgrade and update its menu offerings.

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“In developing the new menu, guests told us they wanted food tailored to their lifestyle. In order to meet that need, we’ve evolved our menu and are putting the power back into the hands of guests, so that there are now two ways to Subway – created by us or created by you,” Nigel said.

A twist on an old classic

The Subway Series is not an entirely new menu. Subway used the classic favourites as a base for the new range. For example, those trying The Baller will probably be reminded of the signature Meatball Marinara.

“The Series menu is our way of bringing amazing new flavours to the table, too. Packed with six brand-new ingredients and five newly improved ingredients, the menu is designed to delight and surprise, with new additions including double cheese, a Dorito crunch in our Tex Mexan, and all-around breakfast favourite hash browns in our Big Breakwich,” Nigel said

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Subway also ensured that the menu comprises of 80% of non-HFSS items so guests can get a more balanced nutrition.

The range is perfectly adapted to the UK’s love of quick service and sandwiches. According to data from Ninja Kitchen, 49% of customers in the UK eat takeaway and delivery food up to four times a week.

“We know that when it comes to ordering quick-service food, many look for a faster and easy experience, and the launch of the new Series menu is also our way to tell the nation’s story that there are two types of people; those who want to create their own, and others who would prefer to order a delicious creation,” Nigel said.

Subway’s consumer insights have also identified that hot food choices are very important for their customers so SubMelts options are part of the Subway Series menu.

“We are continuing to pursue 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 experience,” Nigel added.