The fast food restaurant chain Subway has carried out a global rebranding in Russia and changed its name to Subjoy. The changes will affect 140 restaurants across the country, the company's press service reported.
„Fast food restaurants Subway have announced a global rebranding. The brand will change its positioning, name, logo and visual identity. Restaurants previously operated by Subway Russia Service Company LLC will change their names and continue to operate under the new Subjoy brand. The rebranding will take place in several waves and will affect 140 locations across Russia, the statement said. The company said the identity change in 140 locations will take place within the next 30 days, the sign change in 100 restaurants will take place by September 30, and all other changes will take place by the end of this year. The word joy in the name of the new Subjoy brand is associated with pleasure, joy and emotions that everyone gets from their favorite sandwich. And the new essence of the brand sounds like this - “always a good idea“, because a sandwich with fresh vegetables and a personalized filling is a good idea in any situation“, the press service explained.
They recalled that in June 2024, the international franchisor - Subway international B.V. - informed the Russian franchisees of the Subway restaurant chain about the termination of support for the Subway trademark in Russia and the upcoming termination of commercial concession agreements.
“The ultimate goal of the rebranding is to strengthen the position of the existing franchise business and ensure sustainable development in the future“, the company emphasized.
Subway is one of the largest fast food chains in the world. The company was founded in 1965 in the USA. The main menu of the restaurants includes sandwiches, salads and rolls.
The Subway restaurant first opened its doors in Russia in 1994. The company's headquarters are located in St. Petersburg.