The four-year development agreement will increase Subway’s presence inside ASDA supermarkets by more than 50%, supporting the sandwich chain’s wider ambition to double its EMEA restaurant network by 2031.
Subway is expanding its partnership with British supermarket retailer ASDA, with plans to open up to 70 additional restaurants inside ASDA stores across the UK over the next four years. Announced on 3 November 2026, the agreement will increase Subway’s presence across ASDA’s retail estate by more than 50%, building on a network that already exceeds 120 restaurants.
The expanded agreement marks another phase in a partnership that began in 2013, when Subway opened its first restaurant inside an ASDA supermarket at the retailer’s Old Kent Road store in London.
The latest rollout forms part of Subway’s strategy to grow through established development partners and non-traditional locations, taking its restaurants beyond conventional high streets and shopping centres. ASDA supermarkets provide access to established customer footfall, allowing Subway to reach shoppers looking for convenient food-to-go options.
Subway Targets 10,000 Restaurants Across EMEA
The UK partnership is part of a much larger expansion programme. Subway is targeting 10,000 restaurants across Europe, the Middle East and Africa (EMEA) by 2031, effectively doubling its regional footprint. The target also includes India, Bangladesh, Sri Lanka and Pakistan.
The company reported positive net restaurant growth across EMEA in 2026, with average unit volumes reaching record levels and digital sales increasing by more than 20% year-to-date. Growth has been supported by ordering through its mobile application, self-service kiosks and delivery platforms.
Subway has also signed six new Master Franchise agreements over the past 18 months, covering 14 countries across Central Europe, Azerbaijan, the Nordic region, Iberia and Qatar.
Among its recent development agreements, Emerging Bites has committed to opening 300 restaurants across Austria, Hungary, Slovakia, Slovenia and the Czech Republic over the next decade. Subway has also partnered with N Sky Build to enter Azerbaijan.
Commenting on the regional expansion, Tracy Gehlan, President of Subway EMEA, said: “We’re building on a strong foundation across EMEA, with significant opportunities to grow in both existing and new markets. Our ambition to double our footprint reflects our confidence in the brand, our development partners and the long-term potential across the region. By expanding in the right locations and improving the experience for our guests and franchisees, we can continue bringing Subway to more guests in EMEA.”
Alongside network expansion, Subway is introducing Blueprint, a redesigned restaurant concept intended to strengthen restaurant economics and improve the customer experience. The format incorporates new trading occasions, including breakfast and coffee, Grab & Go and Subway After Dark, an evening proposition featuring a different menu and atmosphere.
From 1 January 2027, all new Subway restaurants and remodelled locations across EMEA will follow the Blueprint design and operating model.
