Subway Blueprint EMEA: New Restaurant Concept From 2027

Subway Blueprint EMEA is the brand's new restaurant and guest experience for Europe, the Middle East and Africa. Subway unveiled it today in Amsterdam. From 1 January 2027, every new Subway restaurant and remodel in the region will be built to Blueprint.

Blueprint is the centrepiece of the company's multi year business strategy. Subway has built its brand on customisation for more than 60 years. Blueprint now extends that idea beyond the food to the whole experience. Full details are on the Subway regional newsroom.

Subway Blueprint EMEA Covers Three Areas

The concept began with listening to guests and franchisees. It is designed to give existing guests more reasons to return. It also gives new guests a reason to choose Subway.

The first area is the restaurant itself. It offers a fresh look and a digitally connected space. The second is expanded occasions, with breakfast, coffee, Grab & Go and Subway After Dark. The third is the brand, with a new position called Get Your Own Way.

Tracy Gehlan, President of Subway EMEA, says guests want to eat their way and on their own schedule. She says Blueprint is how Subway delivers on that. For franchisees, she says it means stronger restaurant economics and a stronger brand.

A New Subway Restaurant Experience Built Around Choice

Blueprint restaurants are warmer, more modern and digitally connected. Layouts are better organised, and information is clearer. This makes the Subway restaurant experience easier for guests. It also helps Sandwich Artists focus on the food and the guest in front of them.

Salad ingredients, sauces and freshly baked bread sit at the heart of the design. Guests can order in several ways. Each way gives the same freedom to build a meal exactly their way.

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

An order ready screen shows each order as it is completed. A clearly marked collection point makes pick up quick. Cookies and coffee sit within reach for a last minute craving.

Subway Blueprint EMEA Adds Breakfast, Grab & Go and After Dark

The restaurant changes as guests' needs change through the day. Mornings bring a new breakfast range and coffee offer. The coffee is made with 100% Arabica beans and served the way each guest wants it.

Grab & Go will suit fast moving sites such as transport hubs. It has its own menu of meals made fresh in the restaurant. They are ready to take straight away.

Subway After Dark is a new evening dining concept. It is now being piloted in the Netherlands. At six, the lighting warms and an evening playlist takes over. Sandwich Artists wear a dedicated After Dark wardrobe.

Digital menu boards then reveal a more indulgent menu. Options include Mac 'n' Cheese, footlong pizzas and loaded waffle fries. Everything is made to order, alongside drinks and desserts.

Get Your Own Way Brings One Voice to Subway Blueprint EMEA

Blueprint comes to life through Get Your Own Way. It is a long term brand platform that celebrates the tastes and choices of guests. It starts from one belief: life is too short to eat food made for someone else.

The campaign is built around real guests and the meals they create. It appears in advertising, social content, packaging, the app and the restaurants. It gives Subway one consistent voice across the region.

Subway Blueprint EMEA Rollout and Expansion Plans

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

Blueprint follows a year of positive sales and restaurant growth. Subway aims to nearly double its footprint across EMEA over the next five years. That figure includes India, Pakistan and Sri Lanka.

Subway has more than 35,000 restaurants worldwide. They are independently owned and run by franchisees. For more openings and industry updates, read the latest restaurant news on HCP.