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September 22, 2021

‘Refresh’ campaign pays off for Subway

PHOTO | CONTRIBUTED Subway's "Eat Fresh Refresh" campaign involved updates of nearly every menu item.
By Liese Klein

Milford-based Subway Restaurants saw sales increases at its stores after menu changes and a new ad campaign, the company reported this week.

Overall sales in August at Subway’s approximately 21,000 U.S. restaurants were up more than 4%, compared to the same period in 2019, according to Subway.

The top-performing quartile, representing over 5,000 restaurants, experienced a 33% increase in sales and the top three combined quartiles, about 16,000 restaurants, averaged an increase of nearly 14%. 

The week after the launch of the “Eat Fresh Refresh” ad campaign, Subway had its highest average unit volume per week in over eight years. The company said it projected to beat its sales plan for the year by more than $1 billion.

Subway CEO John Chidsey said, “The journey to build a better Subway has begun, and the changes are having a positive impact on restaurant sales.”

The “Eat Fresh Refresh” revamp included digital upgrades, store improvements and tweaks to nearly every menu item. Of 66,000 guests surveyed, 83% said they approved of the menu changes. 

Subway also changed its online ordering system to make it simpler and more intuitive, the company said. 

Subway’s latest ad campaign across media platforms features sports stars and other celebrities.

Contact Liese Klein at lklein@newhavenbiz.com.
 

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