Subway Is Abandoning Customized Sandwiches for Simpler Menus


Subway is launching its new Subway Collection menu as a significant departure from its ancient “create your personal” trade type.

The brand new menu features a checklist of 12 sandwiches that consumers can order as is, which is the norm in maximum eating places however a large exchange for Subway. They arrive in 4 teams: Italianos, rooster, golf equipment, and cheesesteaks.

The sandwich chain grew widespread for its custom designed sandwiches made through staff proper in entrance of shoppers, who may just level to precisely which elements they sought after. “Consumers stroll right into a Subway with the expectancy that they are going to customise their sandwich… It is the basis that Subway used to be constructed on and the best way it is been for 60 years,” Subway stated in a press liberate saying the brand new menu.

Now, Subway is repositioning the menu to be extra like different quick-service eating places, asking consumers to “agree with their culinary experience, and agree with within the sandwich artists to create a sandwich Subway believes consumers will revel in,” the chain stated. 

The brand new sandwiches turned into to be had Tuesday, although consumers can nonetheless make substitutions or create their very own sandwiches. 

There are a couple of possible causes for the brand new menu. A standardized menu with much less focal point on customization has the possible to make operations quicker for employees through lowering complexity. Checks confirmed that the brand new menu “speeded up operations” and ended in fewer questions from consumers, Subway North The us president Trevor Haynes advised Insider at a press tournament.

Sooner carrier may just result in upper gross sales volumes and extra benefit, Kalinowski Fairness Buddies president Mark Kalinowski advised Insider. Subway has moderately low unit gross sales when compared with competition like McDonald’s and Wendy’s, so the simplified menu may just accelerate strains and doubtlessly result in extra gross sales. Subway’s 2021 menu refresh bumped gross sales after a downward development and confirmed some hope for the chain, so any other extra formidable exchange may well be promising.

Making a menu with pre-selected choices may just additionally push consumers who do wish to customise orders against virtual orders. Virtual orders keep growing around the business, and the structure is “nice for personalisation,” Kalinowski famous. Virtual gross sales are horny to companies thank you to raised margins, speedier preparation, and decrease prices in keeping up eating rooms, as consumers in most cases take the meals to move.  

Subway’s embody of general customization kick-started a development that took over speedy meals, changing into large with the upward thrust of Chipotle and appearing up around the business, from Sweetgreen to Cava. Chipotle particularly grew well-known following a an identical assembly-line type the place consumers may just level to elements and watch them turn into a part of a bowl or burrito. Now, it is embracing the opposing development within the business: simplification, Kalinowski stated. 

It is a “smart decision” that would result in higher buyer reviews and advanced gross sales, Kalinowski advised Insider. Leads to the impending quarters will display if it is sufficient to opposite Subway’s development of last retail outlets and dropping franchisees.

Are you a Subway worker with ideas at the new menu? E-mail this reporter at mmeisenzahl@businessinsider.com.



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