Subway is introducing a new restaurant prototype across Europe, the Middle East, and Africa (EMEA) as the sandwich giant looks to nearly double its footprint in the region over the next five years.
The new concept, called Blueprint, introduces digitally connected restaurants, expanded ordering options, and new menu offerings designed to attract customers throughout the day. Beginning January 1, all new Subway restaurants and remodels in EMEA will adopt the format.
The initiative is a key component of Subway’s multiyear growth strategy, which focuses on modernizing the guest experience and improving restaurant economics for franchisees.
“Guests want to eat their way, on their own schedule, and Blueprint is how we deliver on that,” Tracy Gehlan, president of Subway EMEA, said in a statement. “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.”
Blueprint restaurants feature warmer interiors, streamlined layouts, and an expanded digital ordering experience. Customers can continue ordering directly from employees at the customization counter or use self-service kiosks to browse the menu and build their meals. Mobile ordering and delivery are also integrated into the format.
The updated design puts greater emphasis on freshness, with vegetables, sauces, and freshly baked bread prominently displayed. Order-ready screens and designated pickup areas are intended to simplify the experience for guests and employees.
Arguably he biggest change is Subway’s effort to capture additional dining occasions outside its traditional lunch business.
The company is introducing an expanded breakfast menu and coffee program featuring 100 percent Arabica beans. A new Grab & Go offering, intended for high-traffic locations such as transportation hubs, features freshly prepared meals available for immediate purchase.
Subway is also experimenting with a new evening dining experience called Subway After Dark, currently being piloted in the Netherlands.
Beginning at 6 p.m., participating restaurants transition to warmer lighting, a different music playlist, and dedicated employee uniforms. Digital menu boards switch to a more indulgent lineup that includes mac and cheese, footlong pizzas, and loaded waffle fries, along with drinks and desserts.
The evening concept represents an effort to position Subway as a destination for dinner and late-night occasions, potentially creating new sales opportunities beyond its core sandwich offerings.
The Blueprint initiative also introduces a new regional marketing platform called “Get Your Own Way,” which focuses on customization and individual preferences. The campaign will appear across advertising, social media, packaging, digital platforms, and restaurants.
The first Blueprint restaurants opened this summer in the Netherlands and U.K., and the new marketing campaign is already active across EMEA. Additional features, including Subway After Dark and Grab & Go, will be introduced based on individual market conditions and restaurant demand.
The rollout follows a year of positive sales performance and restaurant growth in the region, according to the company. Subway is working with franchise partners and operators to nearly double its EMEA restaurant footprint over the next five years, a growth target that also includes India, Pakistan, and Sri Lanka.
Subway operates more than 35,000 restaurants worldwide, with locations independently owned and operated by franchisees.
