Sandwich giant Subway declares major expansion plan

Global sandwich giant Subway has rolled out a comprehensive expansion strategy for the Chinese market, targeting 300 to 500 new stores annually over the next five to 10 years as part of its brand revitalization.

The plan was announced on Friday at a high-level meeting in Yangpu district, Shanghai.

Wang Ping, chief transformation officer of Subway China, reported substantial growth since June 2023, with stores increasing from around 550 to nearly 850 in the Chinese mainland, Hong Kong and Macao. Shanghai has been a standout market, growing from 50 to nearly 200 stores. The first store in the Knowledge and Innovation Community (KIC) effectively showcases Subway's rejuvenated, localized image.

Wang noted a consumer shift from "eating enough" to "eating well" and "fresh/healthily," aligning with Subway's strategic opportunity. Young consumers' demand for personalized dining and the maturity of domestic franchising models further support the brand's growth.

Wang further introduced that Subway increased its capital by $25 million in 2024 and $33 million in 2025 in China. Over the next three years, Subway plans to expand nationally at an average rate of 350 to 400 stores per year, aiming to surpass a total of 1,200 stores by 2025.

At Friday's meeting, Subway's "Capital Increase & New Store Expansion" project was among the top 10 foreign-related projects awarded certificates for 2025.

Subway partners with Yangpu district on the "Breakfast Project." The "4-inch Sandwich with Americano Coffee" combo for 9.9 yuan enhances regional livelihood services.

Wang thanked the Yangpu district government and pledged continued localization efforts through product innovation, digital upgrades, and community-based operations to meet diverse consumer needs.