From Sandwiches to Spuds: Subway Tests a New Direction in the UK

Subway has launched a trial of customisable jacket potatoes, branded as "Spudway," in 170 UK stores, beginning on 19 February 2025 and running until 15 April. This move expands the fast-food chain's offerings beyond its traditional sandwiches, introducing toppings such as cheese and beans, tuna mayonnaise, taco beef, and chicken tikka, alongside the option to use any Subway sub-filling. Priced from £4.79, the jacket potatoes are made with British potatoes and served with salted butter and a double portion of cheese, aligning with the chain's focus on customisation and value.

The decision reflects a response to changing consumer preferences, which Deniz Safa, Subway's Director of Innovation & Culinary for EMEA, attributes to the growing popularity of jacket potatoes. "With jacket potatoes rising in demand, thanks to their comforting nature and affordability, this trial offers a fresh addition to our menu," Safa explains. She highlights the influence of social media, where figures like Staffordshire's Spudman and Lancashire's Spud Bros have garnered significant attention in 2024 for their jacket potato offerings, drawing large crowds and boosting the dish's visibility.

This trial occurs amid a competitive landscape for quick-service restaurants in the UK. Subway faces challenges from rivals such as Greggs, which has surpassed it in total UK locations, and Pret A Manger, as well as supermarkets like Tesco, which increasingly offer convenient meal options. Edurne Uranga, VP of Foodservice Europe at Circana, notes, "Quick-service outlets are contending not only with each other but also with grocery chains providing alternatives that appeal to cost-conscious consumers." Influenced by the cost-of-living crisis, recent consumer trends indicate a shift towards economical choices like jacket potatoes over more expensive sandwiches and salads.

Subway's introduction of Spudway follows a period of transformation for the company. After closing 7,000 restaurants worldwide between 2015 and 2024—including over 400 in 2023—it was acquired by Roark Capital for £7.12 billion in May 2024. Since then, Subway has pursued growth, launching its Fresh Forward 2.0 store design in November 2024 and the Subway Series menu in 2023, its most significant menu update in nearly 60 years. The chain has also reported plans to open more than double the number of global outlets in 2024 compared to 2019.

The jacket potato initiative builds on a mixed history of the dish in branded settings. Spudulike, a UK chain that once operated around 40 locations, ceased trading in 2019, and a subsequent revival attempt by Albert Bartlett faded by 2024. Internationally, however, concepts like Australia's Spudbar, with over 20 sites, suggest viability in specific markets. Subway's operational model and emphasis on customisation may offer advantages, though the practicality of jacket potatoes for on-the-go consumption or delivery remains a consideration.

Feedback on platforms like X indicates varied reception, with some users welcoming the innovation and others questioning its fit for Subway's brand. Should the trial prove successful, Safa suggests a potential nationwide rollout later in 2025, stating, "We're keen to see how our guests receive Spudway." For now, this initiative represents a measured step in Subway's ongoing efforts to adapt to a dynamic market and evolving consumer habits.