Subway launches Blueprint restaurant concept across EMEA

Subway has unveiled Blueprint, a comprehensive reimagining of its restaurant design, technology, and brand positioning for Europe, the Middle East and Africa. The new format will be mandatory for every new restaurant and remodel across the EMEA region starting 1 January 2027. The concept, built on feedback from guests and franchisees, covers three core areas: the physical restaurant, expanded trading occasions, and a new EMEA-wide brand platform.

This launch follows a year of positive sales and growth for the chain. Subway currently operates roughly 5,000 units in the EMEA region, which includes India, Pakistan, and Sri Lanka. The company aims to nearly double that footprint over the next five years. Blueprint is the centrepiece of this ambitious expansion strategy.

Blueprint redefines the in-restaurant experience with modern design and digital tools

The restaurant area receives a fresh look and feel. Blueprint spaces are warmer, more modern, and digitally connected. Choice and freshness take centre stage, with salad ingredients, sauces, and freshly baked bread showed prominently.

Layouts are reorganized to be more intuitive for guests and easier for staff to manage. Traditional counter ordering remains, but is now complemented by self-service kiosks. A digital order-ready screen shows when each order is complete, and a clearly marked collection point aims to speed up pick-up. Cookies and coffee are placed within easy reach for last-minute additions.

Expanded occasions bring breakfast, Grab & Go, and Subway After Dark to more markets

Blueprint extends Subway’s offer across different parts of the day. A new breakfast range and coffee program featuring 100% Arabica beans will launch, accompanied by a morning playlist. In high-footfall locations like transport hubs, a Grab & Go option will provide meals made fresh in-restaurant for immediate collection.

The most notable expansion is Subway After Dark, a whole new evening dining concept currently being piloted in the Netherlands. At 6 p.m., participating restaurants undergo a transformation. Lighting warms, an evening playlist starts, staff change into dedicated uniforms, and digital menus shift to dinner-friendly options.

The After Dark menu includes made-to-order items such as Mac ‘n’ Cheese, footlong pizzas, and loaded waffle fries, alongside drinks and desserts. The rollout of these new occasions will be based on site suitability and local demand.

Blueprint supports Subway’s growth ambitions in EMEA through franchising and local adaptation

With over 35,000 restaurants globally owned by independent franchisees, the new format is designed to strengthen restaurant economics. The first Blueprint restaurants opened for testing in the United Kingdom and the Netherlands during summer 2026.

Guests can order via the customization counter, self-order kiosks, the Subway app, or delivery partners. The goal is to provide flexibility. Tracy Gehlan, president of Subway EMEA, stated, "Guests want to eat their way, on their own schedule, and Blueprint is how we deliver on that."

'Get Your Own Way' serves as the long-term brand platform driving Blueprint’s guest focus

The entire initiative is united under a new EMEA brand platform called 'Get Your Own Way'. This campaign celebrates individual taste and customization. It will appear across all touchpoints, from advertising and social content to in-restaurant packaging and the app.

Gehlan emphasized the strategic importance, adding, "For our franchisees, it means stronger restaurant economics and a stronger brand built for the long term." From 1 January 2027, every new Subway restaurant and remodel across EMEA will use the Blueprint format.