#Netherlands #Amsterdam #Subway #BLUEPRINT #Subway After Dark

Subway Unveils Blueprint: A New Experience for EMEA

Subway has officially launched a transformative initiative named Blueprint, aimed at modernizing the way guests interact with its restaurants across Europe, the Middle East, and Africa (EMEA). As part of its ongoing strategy to enhance customer engagement and satisfaction, the rollout of Blueprint is set to begin on January 1, 2027, impacting every new Subway location and any renovations within the region.

For over 60 years, Subway has built its reputation on the principle of personalization, allowing customers to customize their meals to their exact specifications. Blueprint extends this ethos beyond food to encompass the entire dining experience, creating a more engaging and satisfying atmosphere for both returning and new customers.

The Birth of Blueprint

The concept for Blueprint was spurred by insightful feedback from both guests and franchisees. This led to the development of a comprehensive plan that redefines how Subway restaurants look, operate, and feel, enabling the brand to grow further into the future.

Blueprint is composed of three critical components, each designed to attract existing customers and encourage new ones to choose Subway:

1. The Restaurant Design: A fresh, inviting atmosphere that allows for digital connectivity and adaptability. This space is organized flexibly, catering to the preferences and choices of guests, making their dining journey more enjoyable.

2. More Dining Moments: The introduction of a diverse breakfast and coffee selection, along with concepts like Grab & Go and Subway After Dark, which promises a transformed evening experience with an alternative menu and ambiance.

3. Brand Positioning: A unified branding approach under the campaign Get Your Own Way, ensuring a consistent identity across the EMEA regions.

Customized Guest Experiences

Subway’s Blueprint restaurants will embody modernity with warmer, digitally integrated spaces. The intuitive layouts and clearer informational displays will streamline the experience for guests, enabling Sandwich Artists to focus entirely on preparation and customer interaction. The central focus of these designs is on choice and freshness, with vibrant salad ingredients and freshly baked bread prominently featured.

Guests will have complete autonomy in how they place their orders. From personalized requests at the counter to self-service kiosks for detailed menu exploration, every interaction is designed for an effortless and customized experience:
- Order at the Customization Station: Guests can select their favorites, step by step, with direct assistance from Sandwich Artists.
- Self-Order Kiosks: These kiosks will allow guests to explore the full menu and create their meals at their own pace.
- Mobile App and Delivery Services: Prepared to enhance convenience, the Subway app allows guests to place orders from home, work, or on the move.
- Pickup Notifications: Digital screens will display when orders are ready, with clearly marked pickup points for speed and efficiency.

All-Day Dining Options

Recognizing that guest needs evolve throughout the day, Subway is tailoring its restaurant offerings.
For breakfast, a new lineup featuring 100% Arabica bean coffee will be available, served in a manner that best suits guests. With morning playlists setting an upbeat tone, Subway aims to enhance the entire experience.
The Grab & Go option is ideal for busy locations, presenting a quick menu of freshly made meals ready for immediate purchase, catering to those with tight schedules.
Additionally, the Subway After Dark concept, currently in a trial phase in the Netherlands, introduces an entirely new dining experience post-sunset. As the clock strikes six, the ambiance transforms – featuring softer lighting and themed playlists, Sandwich Artists don new attire, and menu boards display enticing evening options like mac 'n' cheese, footlong pizzas, and tantalizing desserts, all made fresh to order.

New Brand Campaign for EMEA

Blueprint’s launch is complemented by the Get Your Own Way campaign, which celebrates the unique flavors and choices guests bring to Subway. It embodies a fundamental belief: life is too short to eat what someone else has chosen for you. This campaign is reflective of real guests and their meal choices, promoted across various platforms from advertisements to online content, packaging, and even within the restaurants themselves.

The Future of Subway

The rollout of Blueprint has already commenced, with the first locations opening this summer in the Netherlands and the UK. The Get Your Own Way campaign is live across EMEA, while innovative dining experiences are being tailored to suit local demands.
Following a year of positive sales growth and restaurant expansions, Subway continues its ambitious initiatives to almost double its footprint in the EMEA region over the next five years, with strategic partnerships with franchisees leading the way.

For media inquiries or to explore more about the Blueprint initiative, visit Subway's news page.

About Subway Restaurants

Subway prides itself on serving millions of guests daily with freshly made meals, tailored to individual preferences. Each order is crafted from crisp vegetables, freshly baked bread, and high-quality ingredients to keep guests energized.

With more than 35,000 locations worldwide, Subway is owned and operated by dedicated franchisees committed to providing delicious and accessible dining options to their communities at an attractive price point.