Briefed to come up with a distinctive, welcoming space, FRCH Design Worldwide introduced a bright new colour palette inspired by fresh vegetables.
This comes almost a year after the chain updated its logo. It created Subway Digital last year to develop an omni-channel strategy and also revealed a new brand identity including a new symbol called the Choice Mark.
Its optimised colour palette is being brought to life through in-store imagery, packaging, uniforms and signs. Many elements of the refreshed brand identity will be worldwide by the end of this year.
“We’ve created a modern design that gives our guests choices – from how they order, to how they pick up their food, to how they enjoy their meal,” said Subway VP of operations Trevor Haynes.
Select locations offer self-order kiosks with digital menu boards and Apple and Samsung Pay options. There is a separate food-preparation area for kiosk guests. There is also a designated pre-order pick-up location for orders via kiosk, mobile app, delivery, catering and bot for Messenger.
Stores feature a fresh vegetable display with whole tomatoes, green peppers, onions and cucumbers, plus there are bread and cookie displays. Subway Fresh Forward restaurants are also adding items to the menu, starting with pico de gallo, sauces, house-made pickles and gluten-free bread.
For dine-in guests there is bright and playful decor, curated music and comfortable seating with USB charging ports and complimentary Wi-Fi internet access.Franchisees and customers around the world offered input for the new design. Twelve pilot locations have just opened in Canada, the UK and the US, with restaurants to be refreshed in the 113 countries covered by the chain’s more than 44,000 locations.
Subway was founded more than 50 years ago Fred DeLuca, then 17, and family friend Dr Peter Buck, and is still a family-owned business.
This article was first published on Inside Retail Asia.