Subway Grasps for a Lifeline With Americans Shunning Aging Brand
A customized sub made by a sandwich ‘artist’ was once revolutionary. The chain bets in-app delivery and premium add-ons will be the new special sauce.
Subway Restaurants has sported the “Eat Fresh” slogan for years, even as it peddled limp tomatoes and processed deli meats. Now, with new breads, smashed avocado and fresh mozzarella, the sandwich chain is trying to bring back the customers who’ve defected to more modern eateries like Jimmy John’s and Chipotle Mexican Grill Inc.
The closely held company on Tuesday announced what it calls the biggest changes ever in its more than half-a-century history. Dubbed the “Eat Fresh Refresh,” Subway is rolling out two new bread recipes, several on-trend premium ingredients and a handful of new sandwiches, plus nationwide delivery service. It’s hoping those changes will lure diners back to its stores after five straight years of declines. Skeptics of the brand say it won’t be so simple.