Subway is launching 2025 with a complete makeover of its menu, restaurants, and customer experience, one of the biggest the brand has undertaken in years. It rolled out a new Meal of the Day program, introduced the glitzy Baja Bliss Collection, brought on a dozen new sandwiches as permanent additions, and unveiled its Fresh Forward 2.0 restaurant concept. In addition to these efforts, Subway also announced a new beverages partnership and enhanced loyalty rewards program. Together, the moves indicate a renewed focus on quality, value, and innovation that will allow Subway to better serve its hundreds of millions of customers worldwide at nearly 37,000 restaurants.
1. The Meal of the Day: Value Without Sacrificing Quality
At the core of Subway’s makeover is the launching of its Meal of the Day campaign, introduced on January 6, 2025. The concept is simple: each weekday features a different signature sub for a low price, but adds the extras that turn a meal into something satisfying.
Visitors can opt for a six-inch sub at $6.99 or pay $9.99 for a footlong. The dinner is served with two cookies or a bag of chips and a small fountain drink, which makes it a time-value proposition for busy visitors who need quality on the go.
Weekly Lineup:
1. Monday – Cold Cut Combo®
2. Tuesday – All-Pro Sweet Onion Chicken Teriyaki®
3. Wednesday – Meatball Marinara
4. Thursday – Baja Chipotle Chicken (new addition)
5. Friday – Tuna
6. Saturday – The Ultimate B.M.T.®
7. Sunday – The Philly
The rotating menu is not only a source of novelty, but also a way in which customers can indulge in some of Subway’s best-loved favorites without spending an arm and a leg. As Subway North America President Doug Fry explains, the program reflects the brand’s commitment to “value without compromise,” so that even at competitive prices, customers get to sample fresh ingredients and generous portions.
The offer is available at some U.S. restaurants, with regional price variations, like in California and Alaska. Bottled drinks and add-ons cost extra, but fountain drinks cannot be delivered. Still, the overall offer is an excellent value in the quick service segment.
2. The Baja Bliss Collection: A Bold Flavor Showcase
Perhaps the most anticipated 2025 debut is Subway’s limited-time only Baja Bliss Collection, which highlights the company’s popular Baja Chipotle sauce as the headliner. The fan favorite has a smoky, snappy flavor profile that is culled from Southwestern inspirations.
The Baja Bliss subs feature either Chicken or Freshly Sliced Turkey on Artisan Italian Bread, topped with fresh vegetables, a crunchy new SubKrunch™ topping, and a rich drizzle of Baja Chipotle sauce. The SubKrunch™, a corn chip-style topping, adds a texture and flavor element that elevates the experience to another level. Subway describes the result as “the perfect combination of cheesy, crunchy, and smoky Baja Bliss.”
To accompany these sandwiches, Miss Vickie’s® Baja Chipotle potato chips also returned briefly. The chips capture the same bold flavor of the sauce and are exclusive to Subway restaurants. While the set will be limited time, the Baja Chipotle sauce is expected to become a permanent addition, enabling fans to continue crafting the same creations years after the limited-time sandwiches disappear.
This lineup highlights Subway’s strategy of optimizing buzz with limited-time products and bolstering customer loyalty with the presence of fan favorites on the menu.
3. Expanded 2025 Menu: Dozen New Sandwiches and More
Besides value-oriented meals and seasonal items, Subway is pioneering an aggressive menu growth. The chain has unveiled twelve new sandwiches that are all designed to appeal to a broad range of tastes and palates. These new additions center on bold flavors, diverse proteins, and premium breads.
Highlights are:
- Garden Veggie Fresh – $7.99, 350 calories, with mixed vegetables and plant protein for those who desire something lighter.
- Mediterranean Chicken Delight – $8.99, 420 calories, grilling the chicken and serving it with feta and cucumber for a refreshing taste.
- Spicy Jalapeño Beef – $9.49, 480 calories, employing roast beef and jalapeños, and pepper jack cheese for a kick.
- Sriracha Steak Melt – $9.79, 520 calories, with steak and sriracha sauce and red onions.
- Chipotle Vegetable Delight – $7.99, 380 calories, employing roasted vegetables and chipotle mayo.
Other creations are season-inspired, including the Smoky Chipotle Turkey, Jalapeño Inferno Chicken, Spicy Buffalo Chicken Sub, Summer Citrus Chicken Sandwich, Autumn Harvest Turkey Delight, Winter Spice Roast Beef Special, and Spring Garden Vegetable Fusion.
Subway has also added to its salad portfolio with items like the Southwest Chipotle Salad and the Italian Antipasto Salad, with lighter fare that remains very satisfying for the consumer. Breakfast sandwiches, such as the Bacon, Egg & Cheese Wrap, have been updated, and fresh protein bowls like Chicken & Bacon Ranch Protein Bowl appease fitness- and nutrition-conscious consumers. Dessert lovers will enjoy new cookie varieties like Raspberry Cheesecake alongside Subway’s current dessert options.
This broad expansion highlights the chain’s dedication to having something for everyone, whether customers are in search of indulgence, health, or plant innovation.
4. Fresh Forward 2.0: New Look and Enhanced Technology
Subway’s transformation goes further than the menu. The chain is transforming even the dining area itself with its Fresh Forward 2.0 initiative, an international effort to modernize restaurant design and operations.
The revitalized look builds on Subway’s earlier Fresh Forward initiative launched in 2017. Key elements are:
- Rejuvenated lighting and wall graphics.
- New signs with clean, contemporary styling.
- Local decorating features with nearby landmarks to create a sense of place.
Along with these visual changes, Subway is also investing a great deal in technology. Back-of-house kitchen displays and self-serve digital kiosks are being tested throughout the world, designed to speed orders up, improve accuracy, and reduce wait time. For the customer, this means faster service and more levels of personalization, and employees benefit from streamlined workflows.
This dual move of design and technology creates a dining setting that is new, modern, and effective in putting Subway on par with today’s shopper’s needs.
5. New Partnerships and Incentives: Creating Tomorrow’s Loyalty
Two more key shifts define Subway’s 2025 vision: a new beverage partnership and enhanced rewards program.
Subway is changing its exclusive beverage partner for the first time in over two decades. Coca-Cola drinks had been the default choice in restaurants since 2003, but starting in 2025, Pepsi will be the only supplier for the next ten years. People can now find Pepsi, Mountain Dew, Gatorade, Starry, and other PepsiCo drinks at stores all over the country. Franchisees will be rewarded with fresh dispensing equipment during this changeover, while Frito-Lay snacks will continue as a side to meals under a continued partnership to 2030.
Equally significant is the return of the Subway® MVP Rewards program. The revamped loyalty program provides:
- Points for Purchases – 10 points for every dollar spent.
- Welcome Bonus – 250 points awarded when signing up.
- Birthday Perks – birthday items for free for members.
- Personalized Deals – limited-time offers, promotions, and holiday sales.
Membership Tiers:
1. Pro Level – $0–$199 annual spend; 10 points per dollar.
2. Captain Level – $200–$399 annual spend; 11 points per dollar and VIP access to special offers.
3. All-Star Level – $400+ annual spend; 12 points per dollar, free chips each Friday, and VIP perks like branded gifts and special events.
This structure promotes repeat business and returns loyalty to a brand, whereby frequent buyers are rewarded with something material and non-frequent customers also have achievable rewards.
Subway’s 2025 Vision: Innovation, Value, and Experience
Through the implementation of the Baja Bliss Collection and value-driven Meal of the Day by launching twelve new sandwiches and Fresh Forward 2.0, Subway is making 2025 a year of revolution. The new partnership with Pepsi, extended Frito-Lay partnership, and enhanced MVP Rewards program drive this vision forward while keeping customization at the heart of the Subway brand, without compromising its iconic bagels.
With the addition of new, exciting flavors, refreshed restaurants, and customer-focused amenities, Subway is not merely rejuvenating its menu; it’s redefining itself as a quick service leader. These enhancements invite both longtime fans and newcomers alike to enjoy a brand that is changing with the times yet still committed to fresh, affordable, and satisfying meals. For those who are willing to try the temporary products, the word is plain: don’t delay too long, because some of these playful innovations will be gone before the end of the year.
