Amsterdam – October 08, 2026 -- Subway is rolling out a redesigned restaurant concept called Blueprint to every new location and remodel across Europe, the Middle East and Africa starting January 1, 2027.
The first Blueprint restaurants already opened this summer in the Netherlands and the UK, giving an early look at what guests across the region can expect over the coming years.
Restaurants get digital ordering options and a redesigned layout
Blueprint locations feature warmer, more modern interiors with salad ingredients, sauces and freshly baked bread displayed at the center of the store. Guests can order at the counter with a Sandwich Artist, use self-order kiosks, or order ahead through the Subway app or delivery. An order-ready screen and a marked collection point are meant to speed up pickup.
A new breakfast menu and late-night concept expand when people can eat
Mornings bring a new breakfast and coffee lineup made with 100% Arabica beans. A Grab & Go option is being added in fast-moving spots like transport hubs, offering ready-made meals for guests in a hurry. In the evenings, a pilot program called Subway After Dark is currently running in the Netherlands: at 6 p.m., lighting and music shift, staff change into different uniforms, and the menu switches to items like Mac 'n' Cheese, footlong pizzas and loaded waffle fries.
Subway launches a new regional ad campaign called Get Your Own Way
The brand overhaul comes with a new marketing platform, Get Your Own Way, now live across EMEA in advertising, packaging, the app and in restaurants. Tracy Gehlan, President of Subway EMEA, said the company wants to give guests freedom over how they order, when they visit and what goes into their meal, while strengthening restaurant economics for franchisees.
Subway plans to nearly double its restaurant count in the region within five years
The company says Blueprint follows a year of positive sales performance and restaurant growth, and it is working with operators and franchise partners to expand significantly across EMEA, including India, Pakistan and Sri Lanka, over the next five years.