Subway is joining the fast food value menu wars by offering any footlong sandwich for $6.99 starting on August 26, a significant discount compared to the usual prices of up to $14 in some cities. The deal is available through the Subway app or website with the code “699FL” and will end on September 8. This move is aimed at attracting customers who are hesitant to spend more on fast food due to rising prices.
Subway, a privately held chain, has been struggling with sales and traffic issues similar to those faced by publicly traded competitors like McDonald’s, Burger King, and Starbucks. The current economic climate has made consumers more price-conscious, leading to a need for affordable meal options without compromising on quality, variety, or flavor. The president of Subway North America, Doug Fry, highlighted the variety of footlong options available on the menu at great values.
In addition to the discounted footlong offer, Subway has been diversifying its menu by introducing $3 Dippers and Sidekick snacks priced between $2 and $5. This move targets customers who are more budget-conscious and may be seeking lower-priced alternatives to the chain’s regular sandwich offerings. The addition of these new items is seen as a strategic effort to generate increased revenue and drive incremental traffic to Subway locations.
David Henkes, a senior principal at Technomic, believes that Subway’s introduction of Sidekicks and Dippers aligns with the need to shake up the menu and attract more customers, especially in the competitive sandwich segment. Subway has also been focusing on customization, app-based ordering, expanding internationally, and using freshly sliced meats to differentiate itself from other fast food chains. However, Subway continues to lag in sales of sides and snacks compared to its competitors.
Despite these efforts to revitalize the brand, Subway faces challenges due to a declining number of store locations. In 2023, the chain closed over 400 restaurants in the US, leading to the lowest store count (20,133) since 2005. This decline in store numbers presents a significant obstacle for Subway as it navigates the competitive fast food landscape and seeks to regain customer loyalty. As Subway continues to adapt its menu offerings and marketing strategies, the $6.99 footlong promotion is one of the latest initiatives to attract customers back to the chain.
