Subway, one of the world’s most recognized quick-service restaurant (QSR) brands, is scripting its next phase of growth in India. With an ambitious plan to add 100+ new stores in FY26, the brand is set to strengthen its foothold across metros, mini metros, and emerging Tier II and III markets. For Subway, India is not just a growth market—it is a key global focus area where changing consumer habits, rising health consciousness, and digital-first lifestyles are creating fertile ground for its fresh, made-to-order offerings.

“India continues to be a priority market for us. With its vast youth population actively seeking healthier choices amidst fast-paced lifestyles, Subway is uniquely positioned to cater to this demand. Our focus is on sustainable expansion, product innovation, and creating superior customer experiences,” said Tarun Bhasin, CEO of Culinary Brands, which holds the exclusive master franchisee rights for Subway in India.

Expansion with a Multi-City Strategy

Subway’s growth strategy hinges on balancing presence in metros and mini metros, while simultaneously tapping into the potential of Tier II and III markets. These regions, Bhasin highlighted, are showing promising consumer demand.

“There has been a positive response from the Tier II and III cities we currently operate in. We carefully evaluate the potential of dine-out culture in every locality before finalizing store size and format. Our goal is to ensure we are accessible to customers where they want us,” he explained.

Alongside high streets, malls, and residential hubs, Subway has strategically ventured into airports, highways, hospitals, and educational institutions. This mix ensures round-the-clock visibility and accessibility, capturing diverse consumer segments throughout the day.

Exploring New Formats for Convenience

While the focus remains on strengthening traditional formats, Subway has also shown flexibility in its retail approach. The brand has opened outlets on highways, enabling it to cater to travelers and families seeking fresher, healthier alternatives on long journeys.

Bhasin noted, “The right location is critical to maximizing reach and customer satisfaction. From airports, which are among our most popular formats, to highways and institutional tie-ups, we are exploring a mix of high-potential touchpoints that guarantee both visibility and convenience.”

Innovation at the Menu Level

A central pillar of the brand’s success in India is constant product innovation tailored to evolving consumer preferences. The recent launch of Sub Cravers, priced at just Rs 79, is a prime example. Designed to address “small hunger” and anytime cravings, the range includes Classic Veggie, Tandoori Paneer, Chicken Seekh, Spicy Chicken, and Classic Chicken.

“The Sub Cravers range has resonated deeply with customers, driving a noticeable increase in in-store footfall. By offering a combination of fresh bread, crisp veggies, delectable patties, and flavorful sauces at an affordable price point, we’ve been able to engage new consumers while encouraging repeat visits,” stated Bhasin.

Beyond snacking, Subway has also expanded into breakfast with a dedicated range featuring egg, cheesy potato, and chicken sandwiches paired with freshly brewed coffee. This move, the company reveals, has already generated a significant uplift in the breakfast business. Other recent innovations include fresh salads with 1.5x protein, and a dynamic mix of Indian and Western flavors to cater to varied palates.

“Product innovation is integral to our strategy. Regular consumer engagement and trend mapping help us create offerings that reflect evolving tastes and lifestyles,” he emphasized.

Digital Innovation and Delivery at the Core

Recognizing the growing dominance of digital, Subway has embedded technology at the heart of its customer experience. From seamless ordering at in-store kiosks and QR-code-based ordering to comprehensive lifecycle management programs, the brand ensures that engagement continues well beyond a single transaction.

“Digital innovation is no longer optional—it is essential. Food delivery, in particular, has emerged as a critical growth driver,” asserted Bhasin. Subway has partnered with major delivery platforms and even integrated with Swiggy BOLT, enabling delivery of freshly prepared sandwiches in just 10 minutes.

The Customer Lifecycle Management program has also proven impactful in building loyalty. It helps reach new users, share product launches and promotions, and encourage repeat purchases from existing customers.

Riding the Wave of Health-Conscious Eating

India’s youthful demographic and its increasing awareness of fitness and nutrition provide a significant tailwind for Subway’s positioning. Fresh, customizable sandwiches—rich in vegetables, protein, and whole grains—align perfectly with consumers’ search for healthier yet tasty alternatives to traditional QSR offerings.

“At this inflection point, Subway is uniquely placed to cater to the demand for food that is both better for you and delicious. Our fresh, made-to-order model ensures customers can enjoy a meal that matches their lifestyle choices,” said Bhasin.

The Road Ahead

Looking ahead, Bhasin reaffirmed the company’s commitment, “We remain focused on driving sustainable growth while delighting customers with innovative products and exceptional experiences. A strong customer-first approach, deeper digital integration, and consistent execution across stores will continue to define our journey in India.”

As consumer lifestyles evolve and dining preferences shift toward healthier, more convenient options, Subway is well-positioned to remain a brand of choice across India’s metros, mini metros, and emerging towns. Its growth blueprint, backed by Culinary Brands’ vision, promises not only greater accessibility but also an elevated QSR experience for millions of Indians.