United States | Subway's latest 'Sidekicks' offering has proven successful, with strong demand from customers continuing to rise.
Since its debut last month, guests have rushed to their local Subway to experience "Subway Sidekicks," featuring Subway Footlong Cookies, Cinnabon Footlong Churros, and Auntie Anne's Footlong Pretzels. Available exclusively at Subway restaurants, more than 3.5 million Sidekicks have been sold in the two weeks since launch, resulting in Subway rushing additional supplies to meet guest cravings. In particular, the Subway Footlong Cookie has had unprecedented demand.
Subway Sidekicks are the latest in a series of initiatives developed in collaboration with Subway's franchisees to enhance the overall guest experience, drive more traffic to restaurants and increase profitability for franchisees. In addition to Sidekicks, Subway provided deli meat slicers to every Subway restaurant in the U.S. — further improving the quality of their meats by freshly slicing many of the proteins in restaurants — and designed a guest-friendly menu where chef-inspired sandwiches can simply be ordered by name or number. The brand has also made digital innovations and enhancements to the guest experience, like the relaunch of its loyalty program – Subway MVP Rewards.
These initiatives have paid off and contributed to Subway ending 2023 by achieving 12 consecutive quarters of positive same-store sales globally and, for the first time since 2016, positive global net restaurant growth.
Compared to 2022, Subway saw an increase of 6.4 percent for same-store sales globally in 2023. There was a further 5.9 percent increase in same-store sales in North America, with the top 75 percent of restaurants up nearly 10.1 percent. There was double-diget growth for digital sales globally, with a 21.8 percent increase in North America. There were also 18,000 global locations in Subway's contemporary image, including 12,000 in North Americ alone, with a record-breaking increase of 4,000 remodels in the region completed in 2023.
"Sidekicks are a big hit with guests and the latest proof that Subway is a remarkably different brand than it was when we began our transformation journey three years ago — and we're not slowing down," said John Chidsey, CEO of Subway.
"Our consistent positive sales results and the renewed enthusiasm from guests around the world is a true testament to our team's commitment and the changes we've made across every part of our business."
In 2024, Subway has focussed to the momentum it saw last year. Guests can expect exciting new menu items at a great value, as well as enhancements to their in-restaurant, online and in-app experience, with even more convenience for the on-the-go consumer. Smart growth and international expansion will also remain key priorities as the brand works to ensure restaurants are in the right location, image and format, and operated by the right franchisees. Efforts include strategically opening new restaurants, including non-traditional locations, modernising the image of all Subway restaurants and partnering with franchisees — such as multi-unit owners and Master Franchisees — who have the operating expertise, resources and passion to grow with the Subway brand.
