Subway

Corporate brand

An American multinational quick-service restaurant franchise known for made-to-order submarine sandwiches, wraps, salads, and extensive franchise reach.

Last updated October 21, 2026

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Overview

Subway is an American multinational quick-service restaurant brand centered on made-to-order submarine sandwiches, commonly called subs, as well as wraps, salads, breakfast products, baked goods, and selected regional offerings. Its operating model is predominantly franchised: independently owned restaurants use Subway branding, menus, procurement systems, technology, and marketing programs under agreements with Subway-affiliated franchisors. The business began in 1965 in Bridgeport, Connecticut, when Fred DeLuca borrowed $1,000 from Peter Buck to open a submarine-sandwich shop. The original business operated under names including Pete's Drive-In and Pete's Super Submarines before adopting the Subway name in 1968. A formal franchise operation began in the 1970s, allowing the brand to expand rapidly with relatively small-format restaurants and a lower entry cost than many competing restaurant concepts. Its menu emphasized customer choice: guests selected bread, fillings, cheese, vegetables, sauces, and preparation style at the counter. Subway expanded across the United States during the late twentieth century and entered international markets with a Bahrain location in 1984. Canada, the United Kingdom, India, Australia, Brazil, and many other markets followed. The chain became particularly prominent in nontraditional venues such as shopping centers, airports, convenience locations, universities, and Walmart supercenters. By the early 2010s, it had exceeded McDonald's in the number of restaurants worldwide, although its store count and sales momentum later weakened in the United States. The brand's core positioning has combined customization, convenience, comparatively broad menu choice, and an image of freshness. The long-running “Eat Fresh” platform highlighted bread baked in stores and ingredients assembled in front of customers. Subway also promoted nutrition-oriented choices, including lower-calorie sandwiches, salads, gluten-free products in selected markets, and reduced sodium in some products. At the same time, its menu has included indulgent items such as cookies, melts, pizzas in selected locations, and limited-time collaborations. During the 2010s, Subway faced declining U.S. traffic, restaurant closures, franchisee dissatisfaction, and reputational damage associated with former spokesman Jared Fogle. The company responded with restaurant redesigns under the Fresh Forward program, digital ordering, menu changes, renewed advertising, and an effort to modernize the customer experience. John Chidsey became chief executive in 2019, the first Subway CEO from outside the founding family. Subway remained privately held by the founding families until Roark Capital acquired the business in 2024. The transaction followed a reported sale process led with assistance from J.P. Morgan and regulatory scrutiny concerning Roark's existing restaurant holdings. Subway also announced a long-term beverage agreement with PepsiCo beginning in 2025, ending its U.S. relationship with Coca-Cola. The company continues to operate internationally through a large franchise network, with its international headquarters in Shelton, Connecticut.

History

Subway traces its origins to 1965, when Fred DeLuca opened a submarine-sandwich shop in Bridgeport, Connecticut, with $1,000 borrowed from Peter Buck. DeLuca sought to generate enough income to fund medical school, while Buck became an important financial backer and business partner. The original store operated under the Pete's Super Submarines name. The partners later established Doctor's Associates Inc. to manage and support the growing restaurant system; the corporate name referred to DeLuca's educational ambition and Buck's doctorate in physics. The business adopted the Subway name in 1968. Rather than relying only on company-owned restaurants, the partners developed a franchise model, with the first franchised location opening in Wallingford, Connecticut, in the 1970s. This format enabled rapid expansion using relatively small stores and local franchise operators. The first West Coast restaurant opened in Fresno, California, in 1978. Subway began international expansion in Bahrain in 1984, followed by Canada in 1986 and the United Kingdom in 1996. India, Australia, Brazil, and other markets subsequently became important parts of the system. Subway's growth was built around a simple service proposition: customers selected a sandwich size, bread, protein, cheese, vegetables, and sauces, while staff assembled and toasted the product to order. The menu broadened over time to include salads, wraps, breakfast items, cookies, muffins, flatbreads, paninis, melts, coffee, and selected pizzas. Menus were adapted to local regulations, religious requirements, and consumer preferences. Indian restaurants, for example, developed a much larger vegetarian offering and avoided beef. Kosher locations in the United States made additional changes to ingredients and preparation practices. During the 2000s, Subway expanded into Walmart supercenters and other nontraditional locations. Its franchise system produced a very large international footprint, and by the end of 2010 the chain had more restaurants worldwide than McDonald's. In 2015, Subway was described as the fastest-growing franchise in the world and ranked highly in international franchise surveys. The company also invested heavily in advertising. The “Eat Fresh” message presented the brand as an alternative to conventional burger-focused fast food, while the Subway Sandwich Artist concept emphasized counter preparation and customization. The brand's U.S. performance weakened during the mid-2010s. Restaurant traffic declined, discounting placed pressure on franchisee economics, and the company closed hundreds of locations in successive years. Fred DeLuca died in September 2015 after suffering from leukemia. Suzanne Greco became president and chief executive earlier that year and subsequently led the company through a period of restructuring and brand renewal. Subway introduced the Fresh Forward store design in 2017, adding updated interiors, digital ordering tools, self-service kiosks, charging ports, new equipment, and menu changes. In 2019, John Chidsey became the first chief executive who was not a member of the founding family. Subway continued to develop digital ordering and catering, including a 2020 partnership with ezCater. The company also refreshed its menu through programs such as Subway Series and later introduced Sidekicks, a line of footlong baked products, in 2024. Its marketing history includes the long-running Eat Fresh platform, product placements, discount programs, loyalty initiatives, and high-profile spokesman campaigns. The company severed ties with Jared Fogle in 2015 after his criminal investigation and conviction, creating a significant reputational crisis for the brand. For approximately six decades Subway remained controlled by the founding families. In 2023, the owners began a sale process assisted by J.P. Morgan. Roark Capital announced an agreement to acquire the company in August 2023, and the transaction closed in April 2024 after regulatory review. The acquisition placed Subway within Roark's restaurant investment portfolio. In parallel, Subway announced a new ten-year U.S. beverage agreement with PepsiCo beginning in 2025, replacing Coca-Cola as its principal beverage partner. The company remains a global franchise brand, with international headquarters in Shelton, Connecticut, and thousands of independently operated restaurants.

2024
Roark Capital acquisition completed
[1]Subway (restaurant)en.wikipedia.org
Roark Capital completed the acquisition after regulatory review.
2023
Roark Capital acquisition announced
[1]Subway (restaurant)en.wikipedia.org
Subway announced an agreement to be acquired by Roark Capital.
2019
John Chidsey becomes chief executive
[1]Subway (restaurant)en.wikipedia.org
John Chidsey became the first Subway chief executive from outside the founding family.
2017
Fresh Forward redesign launched
[1]Subway (restaurant)en.wikipedia.org
Subway unveiled a new restaurant format and refreshed brand presentation.
2015
Leadership transition and global franchise recognition
[1]Subway (restaurant)en.wikipedia.org
Suzanne Greco became chief executive, Fred DeLuca died later in the year, and Subway was recognized as a leading and rapidly growing global franchise.
2010
Largest fast-food chain by restaurant count
[1]Subway (restaurant)en.wikipedia.org
Subway became the world's largest fast-food chain by number of restaurants.
2004
Expansion into Walmart supercenters
[1]Subway (restaurant)en.wikipedia.org
Subway began opening restaurants inside Walmart supercenters, adding a major nontraditional venue for the franchise system.
1996
United Kingdom expansion begins
[1]Subway (restaurant)en.wikipedia.org
The first United Kingdom restaurant opened in Brighton.
1986
Canadian expansion begins
[1]Subway (restaurant)en.wikipedia.org
The first Canadian Subway restaurant opened in St. John's, Newfoundland and Labrador.
1984
First restaurant outside North America opens
[1]Subway (restaurant)en.wikipedia.org
Subway opened its first international location in Bahrain.
1974
Franchising begins
[1]Subway (restaurant)en.wikipedia.org
A second restaurant in Wallingford, Connecticut, became the foundation for Subway's franchise expansion.
1968
The Subway name is adopted
[1]Subway (restaurant)en.wikipedia.org
The restaurant adopted the Subway name as the business prepared for broader expansion.
1965
First submarine-sandwich shop opens
[1]Subway (restaurant)en.wikipedia.org
Fred DeLuca opened the original Pete's Super Submarines shop in Bridgeport, Connecticut, with financing from Peter Buck.

Products and positioning

Accessible, customizable quick-service food with an emphasis on made-to-order preparation, choice, convenience, and freshness.

Core menu · 1965
Submarine sandwiches
Subway's signature product is a made-to-order submarine sandwich assembled on bread selected by the customer. Customers can choose fillings, cheese, vegetables, sauces, and preparation style. The range includes meat, poultry, seafood, vegetarian, and market-specific recipes. Footlong and shorter formats are central to the brand's menu architecture.
Signature sandwich
Italian B.M.T.
The B.M.T. is one of Subway's best-known sandwiches, combining pepperoni, salami, and ham. Its name has been associated with the Brooklyn–Manhattan Transit system, linking the product to the brand's Subway identity.
Menu platform
Subway Series
Subway Series is a menu platform built around preset sandwich combinations rather than requiring customers to construct every ingredient choice from scratch. It was intended to simplify ordering while retaining Subway's core sandwich format and customization options.
Meal products
Salads and wraps
Salads and wraps extend the brand beyond traditional bread-based subs. Availability and recipes vary by market, with ingredients and proteins adapted to local tastes, dietary practices, and supply conditions.
Breakfast
Breakfast menu
Selected Subway restaurants offer breakfast sandwiches, English muffins, flatbread-based items, and coffee. Breakfast availability is more limited than the core lunch and dinner menu and differs by country and franchise location.
Baked goods · 2024
Sidekicks
Sidekicks are footlong baked products introduced in 2024. The range was developed with recognizable bakery partners including Cinnabon and Auntie Anne's, creating a sweet and savory add-on category alongside Subway's sandwiches.
Regional menu · 2006
Personal pizzas
Personal pizzas were introduced in selected United States markets and prepared to order before being heated in the restaurant. They remain a market-specific offering rather than a universal Subway product.

Controversies

2026
Subway franchisee in Quesnel fined $2,500 by WorkSafeBC over worker injury claim
The owner of a Subway restaurant in Quesnel, B.C., was fined $2,500 after WorkSafeBC found they reprimanded a worker who was burned on the job and tried to get the worker to retract the injury claim by saying the injury occurred at home. The report was issued in March and the fine followed.
Source
2021
California customers sue Subway over tuna products
Two California women filed a lawsuit accusing Subway of misrepresenting its tuna sandwiches and alleging that lab tests showed the samples contained no tuna or fish. Subway denied the allegations and said its tuna was real fish caught in the wild.
Source
2021
Subway responds to allegations in tuna lawsuit
Subway responded to a lawsuit alleging that its tuna sandwiches contained no tuna, stating that the allegations were untrue and that it serves 100% cooked tuna.
Source
2020
Subway Canada responds to Calgary face-mask promotion
Subway Canada stated that a Calgary franchise owner had carried out an unsanctioned and inappropriate promotion offering a free medical face mask with sandwich purchases. The company said it addressed the matter with the franchisee, that the sign was taken down, and that it apologized for the message.
Source
2015
Jared Fogle criminal investigation and conviction
Jared Fogle, Subway's highly visible U.S. spokesman since 2000, became the subject of a federal investigation involving sexual conduct with minors and distribution of child pornography. Subway terminated its relationship with him, and Fogle later pleaded guilty and was sentenced in federal court. The episode caused major reputational damage because his public persona had been closely tied to Subway's weight-loss advertising.
Source

2017Fresh Forward
Selected markets · expanding internationally
Fresh Forward combined store redesign, new visual identity, digital tools, self-ordering, charging facilities, and menu changes to modernize the customer experience.
Outcome. Established a new store format and became a central part of Subway's brand renewal effort.
Source
2015Buy One, Give One
United States
For National Sandwich Day, Subway promoted a buy-one, give-one-free sandwich offer.
Outcome. Used a national food occasion to drive trial and transaction volume.
Source
2009Save Chuck
United States
Subway's product placement in the television series Chuck became part of a fan-led campaign encouraging viewers to buy a Subway footlong in support of the show's renewal.
Outcome. The campaign became a prominent example of audience-supported television product placement.
Source
Eat Fresh
Global · with major emphasis on the United States
Subway's long-running brand platform presented the chain as a fresh, customizable alternative to conventional fast food. Advertising emphasized in-store bread baking, ingredient choice, and preparation in front of the customer.
Outcome. Became the brand's most recognizable long-term advertising platform.
Source

Brand decisions

2024
Switch U.S. beverage partner to PepsiCoStrategy
Background
Subway's U.S. beverage partnership with Coca-Cola was scheduled to end after more than two decades.
Action taken
Subway signed a ten-year agreement with PepsiCo beginning January 1, 2025.
Aftermath
PepsiCo became the principal U.S. beverage partner, while international beverage arrangements could continue to vary by market.
Source
2023
Agree to sell Subway to Roark CapitalM&A
Background
After years of family ownership and efforts to improve performance, Subway's owners initiated a sale process.
Action taken
Subway announced an agreement for Roark Capital to acquire the company.
Aftermath
The transaction closed in April 2024 after regulatory review, ending approximately six decades of founding-family ownership.
Reported transaction value. (2023 announcement; completed 2024)
Source
2020
Expand digital catering through ezCaterStrategy
Background
Subway sought to strengthen digital ordering and catering access.
Action taken
The company partnered with ezCater to provide an online catering platform.
Aftermath
The agreement expanded Subway's digital catering channel.
Source
2017
Launch the Fresh Forward restaurant conceptStrategy
Background
Subway faced an aging store base, declining U.S. traffic, and pressure to improve the in-restaurant experience.
Action taken
The company introduced redesigned restaurants, refreshed branding, self-order kiosks, charging ports, and new menu items.
Aftermath
Fresh Forward became the basis of the chain's store modernization and brand revitalization program.
Source
1974
Adopt a franchise-led expansion modelStrategy
Background
The founders sought to expand the sandwich concept beyond the original restaurant while limiting reliance on company-owned locations.
Action taken
Subway began franchising with a second restaurant in Wallingford, Connecticut.
Aftermath
Franchising became the central mechanism for the brand's domestic and international growth.
Source

Recent events

2026.11.03
Reported2026.11.03
Subway expands its ASDA partnership[8]Subway扩大与ASDA的合作restaurantonline.co.uk
Subway and ASDA announced an expansion of their partnership, which will increase the number of Subway restaurants in ASDA stores by more than 50%.
Unconfirmed
Reported2026.10.08
Subway unveils Blueprint, a reimagined restaurant and brand experience for EMEA[9]赛百味发布Blueprint：面向EMEA市场的焕新餐厅与品牌体验news.google.com
Subway unveiled Blueprint, a reimagined restaurant and brand experience designed for its EMEA markets.
Unconfirmed
Reported2026.08.28
Subway franchisee in Quesnel fined $2,500 by WorkSafeBC over worker injury claim[4]Subway franchisee in Quesnel fined $2,500 by WorkSafeBC over worker injury claimcbc.ca
The owner of a Subway restaurant in Quesnel, B.C., was fined $2,500 after WorkSafeBC found they reprimanded a worker who was burned on the job and tried to get the worker to retract the injury claim by saying the injury occurred at home. The report was issued in March and the fine followed.
2021.12.02
Reported2021.12.03
Subway opens CookieWay pop-up in New York[10]Subway在纽约开设CookieWay快闪店econotimes.com
Subway opened CookieWay, a pop-up outlet selling its signature cookies and other dessert items, at 91 Allen Street in New York, operating from Dec. 2 to Dec. 5, 2021.
2021.12.01
Reported2021.12.01
Subway announces Cookieway pop-up in New York City[11]Subway宣布在纽约市开设Cookieway快闪店qsrweb.com
Subway announced a Cookieway pop-up cookie restaurant in New York City, scheduled to open December 2 and 3 and for limited hours on December 4, National Cookie Day.
2021.11.17
Reported2021.11.17
Subway offers a free six-inch sub with qualifying gift card purchases[12]Subway为符合条件的礼品卡购买赠送免费六英寸三明治nrn.com
As part of its holiday promotions, Subway offered a free six-inch sub gift card for every $25 worth of gift cards purchased; the bonus cards were redeemable from Jan. 1 through March 1, 2022.
2021.11.16
Reported2021.11.17
Subway launches chicken sandwiches and seasonal cookie, and makes roast beef permanent[12]Subway为符合条件的礼品卡购买赠送免费六英寸三明治nrn.com
Subway launched two chicken sandwiches and a seasonal Caramel Brownie Cookie, and brought back its roast beef sandwich as a permanent menu item.
2021.11.02
Reported2021.11.02
Subway partners with Everstone Group to expand in South Asia[13]赛百味与Everstone Group合作拓展南亚业务indiantelevision.com
Subway signed a master franchise agreement with Everstone Group to expand its presence in India, Sri Lanka and Bangladesh. The agreement aims to triple the number of restaurants in 10 years from nearly 700 locations, with plans for 2,000 new restaurants across the three countries over the next decade.
2021.08.03
Reported2021.08.03
Subway Canada introduces improved bread formula[14]Subway加拿大推出改良面包配方newswire.ca
Subway Canada launched a new bread recipe and baking method for its Classic Italian and Multigrain varieties, making them available at Subway restaurant locations in Canada.
2021.07.07
Reported2021.07.06
Subway announces menu update[15]Subway宣布更新菜单ibtimes.com.au
Subway announced that it will offer new ingredients and sandwiches starting July 13 as part of its menu update.

Sources29 sources

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