Subway will make its new Blueprint restaurant format the standard for new openings and refurbished sites across Europe, the Middle East and Africa (EMEA) from January 1, 2027, as the sandwich chain pursues a near-doubling of its regional network over five years.
Subway introduced Blueprint on October 8, 2026, following the launch of pilot restaurants in the UK and the Netherlands during summer. The concept combines updated interiors, digital ordering and an expanded food and beverage offer, aiming to attract customers throughout the day rather than concentrating on lunchtime trade.
The company operates more than 35,000 restaurants worldwide through a predominantly franchise-led model. Its EMEA growth strategy centres on working with franchise partners to develop new locations while improving the customer experience across existing outlets.
Digital Ordering Meets an Expanded Menu
Blueprint incorporates self-service kiosks, app-based ordering and dedicated collection points alongside traditional counter service. The redesigned interiors place greater emphasis on fresh ingredients and a more streamlined ordering experience.
Menu developments broaden Subway’s appeal beyond sandwiches. A breakfast range and coffee made with 100% Arabica beans are intended to attract morning customers, while a Grab & Go selection targets people seeking quick meals at busy locations.
The concept also includes Subway After Dark, an evening offer being tested in the Netherlands. Featuring footlong pizzas, loaded waffle fries and macaroni and cheese, the proposition combines a broader menu with adjusted lighting and music to encourage visits later in the day.
Tracy Gehlan, president of Subway EMEA, said: “Guests want to eat their way, on their own schedule, and Blueprint is how we deliver on that.”
What Changes for Franchisees?
From January 2027, the format will guide the design of new restaurants and sites undergoing refurbishment across EMEA. For UK franchisees, the change establishes a new benchmark for future development and renovation projects.
The financial implications remain unclear. Subway has not announced the cost of adopting Blueprint, explained how refurbishment expenses will be shared between the brand and its franchisees, or specified a deadline for existing restaurants to transition to the new design.
The expanded menu and additional ordering channels could create more opportunities to generate revenue across breakfast, lunch and evening trading periods. Actual returns, however, will depend on factors including location, customer demand, operating costs and the investment required to implement the changes.
Regional Expansion Remains the Bigger Goal
Subway aims to nearly double its EMEA restaurant network over the next five years, although it has not disclosed the current regional total or a country-by-country opening schedule.
The region, as defined for this strategy, also includes India, Pakistan and Sri Lanka, extending the ambition beyond Europe, the Middle East and Africa in the conventional geographic sense.
Recent development agreements underline the role of franchise partnerships in this expansion. Subway has announced plans for 300 additional restaurants across Austria, Hungary, Slovakia, Slovenia and the Czech Republic through a master franchise agreement with Emerging Bites Holdings. A separate agreement with Blue Sub (Pvt.) Ltd targets more than 200 additional restaurants in Pakistan over the next decade.
Alongside the restaurant redesign, Subway is introducing its Get Your Own Way campaign across EMEA through advertising, digital channels, packaging and restaurant communications.
Blueprint marks a shift towards a more flexible, all-day restaurant proposition. For franchisees, the central question will be whether the revised format and broader menu can deliver sustainable sales growth while keeping refurbishment and operating costs under control.
