Franchising

Beyond the remodel: Subway's Blueprint signals a new era of restaurant design

As brands rethink their restaurant designs and layouts, smaller footprints and increased access to digital ordering reflect a push for greater convenience and profitability. From Subway's new Blueprint concept to redesigned formats from Wendy's and Taco Bell, QSR chains are transforming their physical spaces to accommodate consumer behaviors.

Photo: Subway

October 9, 2026 by Valerie Gritton

Summarize withChatGPTGrokPerplexityClaude

As brands evolve and continue to focus and modernize their store footprints, Subway is taking it one step further with the launch of its Blueprint.

The move signifies how quick-service brands are asking a bigger question: How can restaurant design fundamentally change the way customers order, interact with and experience a brand?

Subway is tackling that challenge as consumers become more comfortable with in-store digital touchpoints. The chain announced today its Blueprint, a new restaurant and brand experience that will become the standard for every new restaurant and remodel across Europe, the Middle East and Africa (EMEA) beginning Jan. 1, 2027.The Blueprint rollout also includes the regions of India, Pakistan and Sri Lanka.

The Subway initiative goes well beyond aesthetics, combining digital ordering, redesigned restaurant layouts, expanded menus and new dining occasions into a broader strategy intended to strengthen customer engagement and restaurant economics, the company said via a press release.

It also reflects a growing shift across the quick-service industry, where restaurant design is increasingly becoming a tool for operational efficiency, brand differentiation and revenue growth.

Customization beyond the sandwich

Subway was one of the first restaurant chains to build its identity around customization, allowing customers to select ingredients and watch their sandwiches being prepared. Blueprint extends that philosophy to the entire restaurant experience, giving guests more flexibility in how, when and where they order.

The redesigned restaurants feature warmer interiors, digitally connected spaces and layouts intended to make ordering more intuitive for customers while improving workflows for employees, the company said.

Guests can continue ordering directly from Sandwich Artists at the traditional customization counter, but self-order kiosks will now offer another way to explore the menu and personalize meals. Mobile app ordering and delivery will provide additional convenience, while order-ready screens and designated collection points streamline pickup.

The design also puts greater emphasis on ingredient visibility, showcasing fresh vegetables, sauces and baked bread throughout the restaurant.

"Guests want to eat their way, on their own schedule, and Blueprint is how we deliver on that," Tracy Gehlan, president of Subway EMEA, said in the release. "We celebrate our guests' individual choices, from how they order to when they visit to what they want in their meal, always with great food, great service and a great environment. For our franchisees, it means stronger restaurant economics and a stronger brand built for the long term."

The first Blueprint restaurants opened this summer in the Netherlands and the United Kingdom, providing an early look at how the company intends to evolve its restaurant experience.

Turning one restaurant into multiple dining occasions

Perhaps the most significant aspect of Blueprint is Subway's effort to make its restaurants relevant throughout more of the day.

The company is introducing an expanded breakfast menu and coffee program featuring 100% Arabica beans, while a new Grab & Go format will offer freshly prepared meals for customers in high-traffic locations such as transportation hubs.

Subway also is testing an evening concept called Subway After Dark in the Netherlands.

Beginning at 6 p.m., participating restaurants transition into a different dining environment, with warmer lighting, evening music, updated employee attire and digital menu boards featuring a more indulgent menu, the company said.

Offerings include mac and cheese, footlong pizzas, loaded waffle fries, desserts and beverages.

An industrywide shift toward flexible restaurant formats

Subway is far from alone in rethinking what a modern quick-service restaurant should look like.

Wendy's introduced its Global Next Gen restaurant design in 2022, incorporating dedicated pickup areas for mobile and delivery orders, self-service kiosks and kitchen layouts intended to improve efficiency.

The company subsequently developed a high-capacity kitchen configuration designed to increase output at its busiest locations.

More recently, Wendy's introduced Future Fresh, a new international restaurant design that brings together physical spaces, digital experiences and brand identity. Like Subway's Blueprint, the concept reflects the need to create a consistent brand experience while adapting to different markets and consumer expectations.

Taco Bell also has experimented with restaurant formats designed around digital convenience. Its Go Mobile concept incorporates features such as priority drive-thru lanes for mobile orders, allowing customers who order ahead to move through the pickup process more efficiently.

Franchisee economics take center stage

Subway developed Blueprint with input from guests and franchisees, emphasizing operational simplicity alongside customer convenience.

The company says the new layouts are intended to make restaurants easier for employees to manage, while integrated technology supports a more seamless ordering and pickup experience.

Early franchisee feedback suggests some encouraging results.

"The new Blueprint design has made a real difference in my restaurant," Didar Singh, a Subway franchisee in Walton-on-Thames, United Kingdom, said in the release. "Guests notice the new look and feel the moment they walk in, and the kiosks give them time to explore the menu and customize their order without feeling rushed."

While those early results are promising, Subway has not released systemwide performance data demonstrating how Blueprint affects sales, labor costs or restaurant profitability.

The company is pursuing an ambitious expansion strategy, with plans to nearly double its restaurant footprint across its broader EMEA reporting region over the next five years, including India, Pakistan and Sri Lanka.

Blueprint will serve as a foundation for that growth, while features such as Grab & Go and Subway After Dark will be introduced according to local demand.

Subway is pairing its physical transformation with a new EMEA brand platform, Get Your Own Way, designed to reinforce the company's long-standing emphasis on individuality and customization.

The campaign extends across advertising, social media, packaging, digital channels and the restaurant experience itself.