Subway takes aim at $5 barrier with roast-sandwich test

Subway is testing two premium sandwiches that could help the chain shake its perception as a place to grab a bargain-priced hero.

A 12-inch sub of carved roasted turkey is priced at $7.75 in the sales trial, and a footlong of rotisserie-cooked chicken sells for $6.75, reports BrandEating.com. Both are a marked departure from the chain’s signature offering of $5 footlongs. 

Ironically, the test came to light as Subway is preparing for a modified BOGO deal on Nov. 3, National Sandwich Day. Customers who order a sub and a 30-ounce drink will be treated to a second sub at no extra charge.

The chain has struggled to boost sandwich prices beyond the $5 threshold, which it set for itself with one of the most successful quick-service restaurant campaigns of recent decades. A catchy jingle convinced consumers to sing along to commercials for the $5 footlong.

More recently, Subway has been pushing a Simple $6 deal, a bundled meal of a six-inch sub, a 21-ounce fountain drink and a bag of chips.

The new turkey sandwich features thick-cut slabs of preservative-free white-meat turkey with an oven-roasted taste, BrandEating.com reported. The website said the rotisserie-chicken sandwich features pulled chicken rather than sliced meat.

Subway has been smacked by catastrophic developments in recent months, including the death of co-founder Fred DeLuca and the public discovery that former pitchman Jared Fogle is likely going to jail for having sex with minors. It is also party to a class-action lawsuit involving anyone who bought one of its subs between 2003 and last month, a body that presumably includes millions of consumers. The plaintiffs contend that the chain’s signature footlong and six-inch subs failed to be as large as the advertising promised.

Subway proposed a settlement two weeks ago that calls for measuring the breads. 

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Financing

Crumbl may be the next frozen yogurt, or the next Krispy Kreme

The Bottom Line: With word that the chain’s unit volumes took a nosedive last year, its future, and that of its operators, depends on what the brand does next.

Technology

4 things we learned in a wild week for restaurant tech

Tech Check: If you blinked, you may have missed three funding rounds, two acquisitions, a “never-before-seen” new product and a bold executive poaching. Let’s get caught up.

Financing

High restaurant menu prices mean high customer expectations

The Bottom Line: Diners are paying high prices to eat out at all kinds of restaurants these days. And they’re picking winners and losers.

Trending

More from our partners