Subway

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Subway wanted to build their restaurant of the future to better deliver on their promise to be fresh and always iconic.

RETAIL EXPERIENCE / ARCHITECTURE

Opportunity

Subway was looking to update their global restaurant design to feel more reflective of the times and bring a refreshed energy to the brand. The new format needed to enhance the guest experience and create signature moments that remind customers of Subway’s quality, craveability, and service.

The Change

The Fresh Forward 2.0 prototype takes a proud and confident approach that highlights the power of the Subway brand and enhances the guest experience. The environment was designed with a more expressive tone of voice, dynamic graphics, and vibrant signage that all help bring the food and brand story to life.

The new program was also built for flexibility, with multiple unique formats that each prioritize digital touchpoints to better accommodate customers.

Impact

During cross-regional concept testing, Fresh Forward 2.0 received overwhelmingly positive feedback from both guests and franchisees. Guests reported the new design significantly increases their likelihood to dine in and visit Subway restaurants again. Subway announced that in 2025 they will begin rolling out the new global design around the world.