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Subway has unveiled Blueprint, a new restaurant and brand format that will be introduced across Europe, the Middle East and Africa as part of the company’s multi-year growth strategy.
From 1 January 2027, every new Subway restaurant and remodel across the region will be developed using the Blueprint format.
The concept covers three areas: restaurant design and technology, additional trading occasions and a new EMEA-wide brand platform.
Blueprint restaurants will introduce redesigned layouts alongside digital ordering technology intended to provide customers with different ways to order and customise meals.
Traditional counter ordering with a Sandwich Artist will remain alongside self-order kiosks, while customers will also be able to order through the Subway app and delivery platforms.
Restaurants will feature digital order-ready screens and designated collection points.
The format will also place greater visual emphasis on salad ingredients, sauces and bread within the restaurant.
“Guests want to eat their way, on their own schedule, and Blueprint is how we deliver on that,” said Tracy Gehlan, President, Subway EMEA. “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 will also extend Subway’s offer across different parts of the day.
A new breakfast range will be introduced alongside coffee made using 100% Arabica beans.
Grab & Go will be available at selected high-footfall locations including transport hubs, offering food prepared in restaurant and ready for immediate collection.
Subway is also piloting an evening concept called Subway After Dark in the Netherlands.
From 6pm, participating restaurants change their lighting, music, staff uniform and digital menus, introducing a separate evening offer.
Menu options being tested include Mac ‘n’ Cheese, footlong pizzas and loaded waffle fries alongside drinks and desserts.
The new restaurant format is supported by Get Your Own Way, Subway’s new brand platform for the EMEA region.
The campaign will run across advertising, social media, packaging, the Subway app and restaurants.
The first Blueprint restaurants opened in the UK and the Netherlands during summer 2026.
Subway said additional elements including After Dark and Grab & Go will be introduced according to individual locations and local demand.
The company is continuing its expansion across EMEA and has stated an ambition to almost double its restaurant footprint in the region over the next five years.
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