Subway Elevates Customer Experience with Redesign

subway fresh forward

Subway has launched its Fresh Forward design concept across 12 cities in the US, Canada, and UK as part of its brand evolution strategy.

Subway is introducing its Fresh Forward design in stores to elevate the customer experience. To heighten the ambiance of its restaurants, an updated colour palette inspired by fresh vegetables, alongside the brand’s Choice Mark serve will stand as the focal point of the newly improved look and feel.

Self-order kiosks and digital menu boards will feature at select locations, alongside the existing Apple and Samsung Pay stations. Said enhancements will offer a seamless encounter, with a separate food prep area and designated pre-order pick-up spot for kiosk, mobile app, delivery, catering, and bot for Messenger orders.

Meanwhile, a fresh veggie display with daily sliced tomatoes, green peppers, onions, and cucumbers as well as bread and cookies can be expected at the front of the line. The Fresh Forward stores will also include new releases such as Pico de Gallo, sauces, house-made pickles, and gluten-free bread.

Apart from the re-imagined décor, patrons can expect curated music, comfortable seating, USB charging ports, and complimentary Wi-Fi—for a more welcoming atmosphere while dining in. The redesign is being unveiled at 12 pilot locations across the United States, Canada, and United Kingdom.

The chosen cities are Tamarac, Orlando, Winter Park in Florida; Chula Vista in California; Knoxville in Tennessee; Palmview in Texas; Hillsboro in Oregon; Vancouver in Washington; Beauport and Granby in Quebec; and Manchester in the UK. The new design is the next phase of the brand’s evolution.

In 2016, the chain created Subway Digital to develop an omni-channel strategy. The revamp supports its new brand identity, which also includes refreshed packaging, imagery, uniforms, and signage, which began roll-out across North America in the spring. Many elements of the makeover will be worldwide by the end of 2017.

“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. The reactions from our guests, franchisees, and sandwich artists have been incredibly positive,” said Trevor Haynes, Vice President of Operations at Subway.