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Subway Case Study

The Objective:

F!S were tasked by the  Subway team to create a new menu to launch across Subway UK and EU. The menu had to include subs inspired by world flavours, salads and sides.


Ideation and Development

Menu Structure

CLT Testing and Consumer Research

Focus Groups (3 Locations)


For this project, FIS was involved in an extensive menu development project for the 4th largest global franchise. We were tasked by the UK and Ireland team to develop 10-12 new menu concepts which explored new avenues including healthy concepts and global flavours which would feed into, and expand, their long-established, pre-existing menu.

With the client having such a strong pre-established brand, for our team, the initial familiarisation and assumption stage was vital in allowing full immersion in the values, motivations and processes of the brand. This brand understanding fed into the production of consumer-ready development which filled current menu gaps and unmet consumer needs.

The consumer was put at the heart of the development within initial consumer insight analysis and final validation both included in the proposal. This was carried out across three European locations by our sister company, Good Sense Research.

With the initial research providing insight into current consumer tastes, opportunity mapping explored all possible avenues before product development began. When developing, flavour, operations and cost were key factors we considered.