Design changes sandwich brand’s guest experience to emphasize fresh
SUBWAY | Chula Vista, CA
size: 2,000 sf
completion: January 2017
photos: Mark Steele Photography
Bold colors, kiosks, curated music and other features create a fresh design that perfectly captures the fresh vibe at Subway. The project, by FRCH Design Worldwide, transforms and amplifies the guest experience by highlighting the brand’s focus on its bountiful, healthy array of fresh produce.
A bright color palette, inspired by fresh vegetables, and the new choice mark serves as a focal point in the new space.
“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,” says Trevor Haynes, VP of operations at Subway. “We’re bringing fresh forward, and the reactions from our guests, our franchisees, and their Sandwich Artists has been incredibly positive.”
With more than 45,000 locations worldwide, the Fresh Forward design addresses every touchpoint of the brand and involves numerous franchisee locations and formats, including mobile and popup, according to FRCH.
“With an outlook on the food’s inherent freshness, we sought to establish a contemporary design that inspired new and recurring customers by elevating what Subway is known for, their customized experience,” says Robyn Novak, VP and Creative Managing Director at FRCH.
The restaurant revolves around a bright and energetic footprint by creating greater awareness with a new presentation that brings freshly baked bread forward, highlights fresh-prep ingredients and provides the guest with choice in dining experiences, Novak adds.
- Self-order kiosks in select locations, digital menu boards, Apple, and Samsung Pay. Guests and Sandwich Artists enjoy a speedier Subway experience thanks to separate food preparation and pickup stations for kiosk, mobile app, and delivery orders.
- Veggie display with whole tomatoes, green peppers, onions, and cucumbers that are sliced daily in the restaurant, plus new bread and cookie displays on the front of the line. Subway Fresh Forward restaurants are also testing new menu items, starting with pico de gallo, new sauces, and gluten-free bread.
- Bright and playful décor, curated music, and comfortable seating with USB charging ports and complimentary Wi-Fi create a welcoming environment for guests.
FRCH states the Subway Fresh Forward design has been “brought to life with considerations from franchisees and customers around the world.” There are 12 pilot locations open today across the U.S., Canada and the U.K.: Tamarac, FL; Orlando, FL; Winter Park, FL; Chula Vista, CA; Knoxville, TN; Palmview, TX; Hillsboro, OR; Vancouver, WA; Beauport, QC; Granby, QC; and Manchester, U.K.
The new restaurant design is the next phase of Subway’s evolution. The company created Subway Digital in 2016 including a new logo, choice mark and color palette, as well as bright and bold new packaging, uniforms and signage started rolling out this spring in North America and will be worldwide by the end of 2017, according to FRCH.