The agreement will increase the number of Subway restaurants in ASDA stores by more than 50%, building on a year of growth that has seen the retailer expand its Subway portfolio to more than 120 locations.
The partnership forms part of Subway’s wider expansion strategy across Europe, the Middle East and Africa (EMEA), where the business is targeting 10,000 restaurants by 2031 – double its current regional footprint.
Subway is continuing to grow its network through both new and existing franchise partnerships. Over the past 18 months, it has signed six new Master Franchise agreements across 14 countries, covering Central Europe, Azerbaijan, the Nordics, Iberia and Qatar.
Recent deals include an agreement with Emerging Bites to open 300 restaurants across Austria, Hungary, Slovakia, Slovenia and the Czech Republic over the next ten years. The business has also partnered with N Sky Build to open its first restaurants in Azerbaijan.
The expansion plans follow a year of positive net restaurant growth across EMEA, with average unit volumes reaching a record high according to the brand. Digital sales have also increased by more than 20% year-to-date, driven by orders through Subway’s app, in-store kiosks and delivery platforms.
“We’re building on a strong foundation across EMEA, with significant opportunities to grow in both existing and new markets,” says Tracy Gehlan, President, Subway EMEA.
“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 its franchise development, Subway is rolling out Blueprint. The concept combines a refreshed restaurant environment with the brand positioning Get Your Own Way, alongside additional trading occasions including breakfast and coffee, Grab & Go and Subway After Dark, an evening experience with a different menu and atmosphere.
From 1 January 2027, all new Subway restaurants and remodels across EMEA will follow the Blueprint design and operating model.