Amsterdam — Subway® has unveiled Blueprint, a reimagined restaurant and brand experience that modernizes how guests order and eat to support growth across Europe, the Middle East and Africa (EMEA). Beginning on Jan. 1, 2027, every new Subway restaurant and remodel in the region will be built to Blueprint, the centerpiece of the company’s multi-year business strategy.
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.
Blueprint covers three areas:
1. The restaurant: A fresh look and feel in a digitally connected space that flexes around guests and their choices.
2. Expanded occasions: A new breakfast and coffee offer, Grab & Go, and Subway After Dark, an evening experience with a different menu and mood.
3. 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,” says Tracy Gehlan, president, Subway EMEA. “For our franchisees, it means stronger restaurant economics and a stronger brand built for the long term.”
- Blueprint restaurants are warmer, more modern, digitally connected spaces. Well-organized layouts and clearer information make the experience more intuitive for guests and easier for sandwich artists to manage, so they can give their full attention to the food and the guest in front of them.
- Choice and freshness take center stage throughout the design, with salad ingredients, sauces and freshly baked bread showcased at the heart of the restaurant.
- Self-order kiosks let guests explore the full menu and customize at their own pace.
- An order-ready screen shows each order as it is completed, and a clearly marked collection point makes pickup quick and easy. Cookies and coffee sit within reach for a last-minute craving.
Additionally, a new Grab & Go option is available in fast-moving locations such as transport hubs.
Subway After Dark, now being piloted in the Netherlands, is a whole new dining concept for the evening. At the stroke of 6:00pm, the lighting warms, an evening playlist takes over, sandwich artists pull on dedicated After Dark wardrobe and the digital menu boards reveal a more indulgent, customizable menu. Options include items such as mac ‘n’ cheese, footlong pizzas and loaded waffle fries, all made to order, alongside drinks and desserts.
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.
The introduction of Blueprint follows a year of positive sales performance and restaurant growth. The brand looks to nearly double its footprint across EMEA over the next 5 years (including in India, Pakistan and Sri Lanka).
For more information on Blueprint, visit https://regional.newsroom.subway.com/blueprint.
Subway has more than 35,000 restaurants worldwide. Subway® is a globally registered trademark of Subway IP LLC or one of its affiliates.
SOURCE: Subway®