Subway has unveiled Blueprint, a reimagined restaurant and brand experience that modernises how guests order and eat to support growth across Europe, the Middle East and Africa (EMEA). From 1 January 2027, every new Subway restaurant and remodel in the region will be built to this centrepiece of the company’s multi-year business strategy.

Blueprint covers three areas:

  • The restaurant. A fresh look and feel in a digitally connected space that flexes around guests and their choices.
  • Expanded occasions. A new breakfast and coffee offer, Grab & Go, and Subway After Dark, an evening experience with a different menu and mood. 
  • The brand. Get Your Own Way, a brand position and campaign for EMEA, giving Subway one consistent voice.

“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.”

Guests choose how they order, with every way designed for a seamless experience and every guest getting the same freedom to build a meal exactly their way.

  • At the customisation counter, guests order with a Sandwich Artist.
  • Self-order kiosks let guests explore the full menu and customise at their own pace.
  • Subway app and delivery make ordering favourites from home, work or on the move even simpler

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An order-ready screen shows each order as it is completed, and a clearly marked collection point makes pick-up quick and easy. Mornings bring a new breakfast range and coffee offer, made with 100% Arabica beans and served the way each guest wants it, with a morning playlist setting the tone.

A new Grab & Go option, available in fast-moving locations such as transport hubs, offers its own menu of meals made fresh in restaurant and ready to take straight away.

Subway After Dark, now being piloted in the Netherlands, is a whole new dining concept. At the stroke of six in the evening, the lighting warms, an evening playlist takes over, Sandwich Artists pull on dedicated After Dark wardrobe and the digital menu boards reveal a more indulgent, customisable menu. Options include Mac ‘n’ Cheese, footlong pizzas and loaded waffle fries.

The first Blueprint restaurants opened this summer in the Netherlands and UK, and the Get Your Own Way campaign is now live across EMEA. New occasions, including Subway After Dark and Grab & Go, will roll out based on site and local demand.