GLOBAL – Multinational fast food chain Subway has launched its newest outlet design, Fresh Forward 2.0, with warmer wood tones and lighting meant to enhance on-location dining.
Subway announced that it will globally introduce its new store design in early 2025.
The updated design includes bold wall graphics, locally themed messages, warmer wood accents, enhanced lighting, and improved support for digital sales channels.
Fresh Forward 2.0 builds on the 2017 Fresh Forward model, which led to the remodeling or construction of over 20,000 Subway restaurants worldwide.
The remodels contributed to sales growth, enhanced brand image, and boosted franchisee morale, according to Subway.
While the company has encouraged U.S. franchisees to update their stores, only about half of the 20,000 U.S. locations had been remodeled by 2023.
In the U.S., early adopters are already implementing Fresh Forward 2.0, although the rollout will follow standard remodeling schedules of seven to 10 years, according to a Subway spokesperson.
Positive feedback from testing across regions indicated that the new design could increase dine-in rates and repeat visits.
Global Chief Development Officer Mike Kehoe described Fresh Forward 2.0 as an evolution aimed at strengthening Subway’s brand and future-proofing its business.
Alongside the design update, Subway is piloting new technologies, such as self-order kiosks, order-ready screens, and kitchen display systems to enhance customer experience and efficiency.
Internationally, Fresh Forward 2.0 is being adopted in markets including the U.K., Germany, France, Saudi Arabia, Panama, and Australia.
Subway’s growth strategy has focused heavily on international markets, securing commitments for over 10,000 new units across 20 master franchisees.
Notably, the company signed a major deal to open 4,000 locations in China over the next 20 years. In the U.S., Subway is pivoting toward multi-unit franchisees for a more capitalized operator base.
Several other chains, such as Potbelly, Burger King, El Pollo Loco, Perkins, and Walk-On’s, are also undergoing redesigns to attract more in-store customers and enhance operational efficiency.
For example, Potbelly and Walk-On’s have introduced smaller, cost-effective designs, while El Pollo Loco’s new prototype includes energy-efficient HVAC systems and lower-cost elements.
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