Sandwich chain previews new U.S. ad campaign for TV and digital channels
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Subway is giving its business a new look.
The Milford, Conn.-based sandwich giant unveiled a new logo and symbol Friday as part of a bid to reinvigorate the brand. The logo can be seen in new ads that started airing Friday.
“We are on an exciting journey to meet the changing tastes of our guests,” Subway CEO Suzanne Greco said in a statement. “The Subway brand is recognized throughout the world, and this new look reinforces our commitment to staying fresh and forward-thinking with a design that is clear and confident without losing sight of our heritage.”
The effort follows Subway’s menu improvements earlier this year and its creation of a Subway digital department. The chain’s systemwide sales fell more than 3 percent in 2015, according to Nation’s Restaurant News Top 100 data.
Subway’s logo change is subtle. Much like the original, the bottom of the “S” and the top of the “Y” in the name has arrows pointing in opposite directions. But the logo is now green and yellow instead of just green, and gone are the italics. The font is thicker and more rounded.
Subway's new symbol
The company also has a new symbol, with a green and yellow “S” featuring the chain’s iconic arrows.
The new logo and symbol will roll out to Subway restaurants and communications in early 2017.
Two new ads, one titled “Clean Slate” that focuses on Subway’s commitment to quality, and another called “Everyone” that features the chain’s new antibiotic-free chicken, will appear on primetime television and digital channels.
Subway operates nearly 27,000 locations in the U.S., making it the largest restaurant chain in terms of unit count. But the chain has stopped development recently as it seeks to reinvigorate unit volumes — unit count fell by 145 locations last year. Estimated sales per unit have decreased by at least 4.5 percent each of the past two years, and are now $425,400, according to NRN Top 100 data.
Contact Jonathan Maze at [email protected]
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