Subways unveils Fresh Forward 2.0 design concept at Dubai Mall outlet

UAE – Multinational fast food franchise Subway has unveiled its Fresh Forward 2.0 design concept at the revamped Dubai Mall outlet, the first in Europe, the Middle East and Africa (EMEA).

The remodeled Subway store at The Dubai Mall introduces groundbreaking features, becoming the first in the Middle East to incorporate self-order kiosks and an anamorphic screen.

This flagship outlet exemplifies Subway’s Fresh Forward 2.0 concept, the latest evolution of the brand’s global restaurant design, aimed at enhancing guest experiences and maximizing convenience. 

The Fresh Forward 2.0 initiative brings vibrant décor, bold wall graphics, localized messaging, and improved lighting to reflect added brand personality.

A centerpiece of the remodel is the Middle East’s first Subway® self-order kiosk, designed to streamline operations and improve customer satisfaction.

By enabling guests to customize their meals with ease, the kiosk offers a modern, interactive dining experience. 

The store also features an anamorphic screen, a first for Subway in the EMEA region. This 3D digital display captivates visitors at The Dubai Mall, one of the world’s busiest shopping destinations, further amplifying the brand’s visibility and appeal. 

The grand reopening was celebrated with the attendance of Subway’s global leadership, including CEO John Chidsey and EMEA President Carrie Walsh, along with Kamal Osman Jamjoom, Founder and Chairman of KOJ, and Hisham Al Amoudi, CEO of KOJ.

This marks a pivotal milestone for Subway and KOJ, which continues to expand its influence in the UAE’s retail and F&B landscape. 

Since acquiring the Subway franchise in late 2021, KOJ has rapidly grown the brand to 140 locations across the UAE. With over 35 years of retail expertise, KOJ has achieved remarkable success, capturing the majority of Subway’s UAE market share within two years.

This accomplishment earned KOJ global recognition as Subway’s “Fastest Master Franchisee to Take Over a Market” in 2024. 

Ayman Al Khaled, Brand Director of Subway UAE, commented, “The reopening of Subway at The Dubai Mall is a proud milestone for us.”

“With the self-order kiosk and anamorphic screen, we’re delivering a cutting-edge dining experience that aligns with Subway’s commitment to innovation and superior service.” 

The revamped store blends technology, design, and culinary excellence, reaffirming Subway’s dedication to redefining quick-service dining with enhanced customer convenience and engagement.

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