Why Subway Ditched Its Eat Fresh Slogan
Unlike its fast food rivals such as McDonald's, Wendy's, and Burger King, the design of Subway stores means that they are fairly open about the food they are using to make meals. Whereas in other establishments the kitchen ingredients are tucked away behind a counter and a worrying number of persistent alarm bells, at Subway you are presented with a salad bar filled with vegetables, meats, and cheeses.
This transparent design is unlikely to be a coincidence given that it effortlessly showcases Subway's famous Eat Fresh slogan. The slogan intended to give the impression that Subway food is focused on healthiness rather than just convenience, which is a little strange considering that speed is quite an important part of its fast food credentials. However, the Eat Fresh campaign was ditched in 2018 as part of what would become just one of Subway's many attempts to reinvigorate its brand, being replaced by the slightly more clunky "make it what you want." But why exactly was Eat Fresh ditched — and was that the end for the iconic slogan?
Subway wanted to focus on choice rather than quality
The "make it what you want" campaign was launched to emphasize Subway's almost exclusive position as a fast food chain that allows effortless customization of its sandwiches. Rather than advertising the freshness of its food, Subway wanted to show that it can meet individual needs, promising cheap, tasty, and nutritious meals.
Poor financial performance may well have been a more pressing reason for the re-brand, as Subway has for years suffered reduced sales and locations, according to CNN. However, perhaps the biggest hit to Subway's Eat Fresh proclamation was that its food wasn't always as perfect as it might have wanted people to believe. CBC reports that Subway chicken could contain less than 50%, er, chicken, while the company has also been slammed for tuna sandwiches lacking tuna, and packing bread full of sugar.
These issues didn't stop Eat Fresh Refresh from being launched in 2021 though, with the introduction of a new menu featuring upgraded breads, cheeses, and meats. If the items actually contain the ingredients they should, perhaps now you really can eat fresh at Subway.