First Look: Subway unveils new global restaurant design
Subway has debuted a new prototype that aims to improve the experience for dine-in customers as well as digital ones.
The sandwich chain said the new format, billed as "Fresh Forward 2.0.,” is designed to further enhance the customer experience, improve convenience and help drive franchisee profitability. Subway plans to roll out the new design in the coming months, with early adopters in the U.S., the U.K., Germany, France, Saudi Arabia, Panama and Australia.
Subway launched its “Fresh Forward” design refresh in 2017, and since than, over 20,000 restaurants worldwide have remodeled or built in the more modern image. Fresh Forward 2.0 updates the refresh with added brand personality and vibrant décor elements. The new features include bold wall graphics, localized messages and signage, elevated lighting and warmer wood tones, as well as better support of Subway's growing digital sales channels.
Subway said the new design been tested across all regions, receiving overwhelmingly positive feedback from guests, franchisees and their team members. In concept testing, customers reported the new design significantly increases their likelihood to dine-in and visit Subway restaurants again.
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Image courtesy of Subway. -
Image courtesy of Subway. -
Image courtesy of Subway.
In addition to improving the overall ambiance of Subway restaurants, Fresh Forward 2.0 supports the acceleration of Subway's digital business. Self-serve kiosks, order-ready screens and kitchen display systems are currently being tested in markets around the world.
"Each restaurant design has represented a significant milestone for Subway, leading us to where we are today," said Mike Kehoe, global chief development officer of Subway. "Fresh Forward 2.0 stands out as a design with the potential to make the greatest impact on our guests and franchisees as it brings our marketing, culinary and digital efforts to the forefront."
Subway has nearly 37,000 restaurants, serving customers in more than 100 countries and territories.
[READ MORE: Subway to expand footprint in Europe, South America]
"When Subway first launched Fresh Forward, it was more than just a remodel — it was a complete refresh and a competitive necessity for attracting guests and building pride among our restaurant teams," said Kehoe. "Fresh Forward 2.0 is an exciting evolution of the design, ensuring we continue to future proof our business and deliver on our brand promises of experience and convenience for both our guests and franchisees."
