Subway UAE localizes menu with Excellent Hot Sauce partnership

UAE – Multinational fast food franchise Subway has announced the localization of its menu for the first time in collaboration with Excellence Hot Sauce.

Subway UAE’s new limited-edition menu is inspired by the country’s cafeteria culture, featuring two new subs and a side dish.

The menu celebrates nostalgic flavors with a modern twist, spotlighting the popular combination of Excellence Hot Sauce and chips. 

The offerings include the Fresh & Furious sub, crafted with crispy chicken bites, Excellence Hot Sauce, chips, and fresh ingredients; the Wahed Sub Laham, featuring beef Philly steak, melted cheddar, fresh vegetables, ranch dressing, and chips; and a side dish called Fery Good, Fery Nice (Dynamite Chicken), showcasing Dynamite Chicken bites with Excellence Hot Sauce and chips. 

This campaign celebrates the cultural significance of Excellence Hot Sauce and chips, which have been staples of UAE cafeteria fare for decades, adding a distinctive tang, crunch, and heat to local street food. The new menu reimagines these familiar flavors for a contemporary audience. 

To mark the launch, Subway UAE partnered with Karak Nights, a cultural initiative highlighting UAE narratives, to host a multisensory event.

The celebration brought together art, music, and heritage to reflect the essence of cafeteria culture. Aaron Ferns, Co-Founder of Karak Nights, described the collaboration as a natural extension of their mission to honor UAE’s cultural stories. 

Mahmoud Mneimne, Marketing Director for Subway UAE, explained that the goal was to create a menu and experience that resonated with the vibrant local community.

“We’re proud to have created something that feels both nostalgic and refreshingly new,” he stated. 

The event featured performances by Emirati artist Alya Al Ali and DJs Noor the DJ, Hind Fadel, and Ill Baz.

Additionally, Subway UAE unveiled a limited-edition merchandise collection designed by Waggish, inspired by Dubai’s street vendor culture.

The collection included hoodies and stickers blending street-style aesthetics with Subway branding. 

The limited-edition menu is available at Subway outlets across the UAE. Subway, one of the world’s largest quick-service restaurant chains, serves freshly made-to-order sandwiches, wraps, salads, and bowls at nearly 37,000 restaurants across over 100 countries and territories. 

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.