In a recent development, Subway’s footlong cookies, which faced a shortage due to immense popularity, are now being accompanied by savory new additions. Three new 12-inch long items, known as Dippers, have made their debut starting Tuesday. These Dippers use Subway’s flatbread rolled up with options of pepperoni and cheese, chicken and cheese, or double cheese, and are served hot. Priced at $3, these rollups are part of Subway’s Sidekicks menu, which expands on their successful lineup of giant cookies, churros, and soft pretzels.
The expansion of Sidekicks is driven by a focus on value, as many fast food chains are introducing new menu items and discounts to attract cash-strapped consumers. Subway’s North America president, Douglas Fry, shared that Sidekicks and Dippers were inspired by younger customers’ preference for snacking, aiming to provide convenient, hand-held, grab-and-go options at an affordable price point.
Subway’s introduction of Dippers is a cost-effective move, utilizing existing ingredients like flatbread from their wraps lineup and the meats and cheeses already used in sandwiches. The new Sidekicks lineup is a crucial component of Subway’s overall strategy to revitalize their brand, as they have sold over 30 million snacks priced between $2 and $5 since the January launch. David Henkes, a senior principal at Technomic, noted that Subway’s focus on expanding their menu offerings is essential as fast food customers resist price hikes amidst inflation.
Subway’s recent efforts to enhance customization, promote app orders, increase international presence, and introduce freshly sliced meats signify a significant shift in their business model. However, one major challenge for Subway remains its declining store count, with over 400 closures in the US in 2023, resulting in the lowest number of US restaurants (20,133) since 2005.
As a subsidiary of Roark Capital, a privately held company, Subway does not publicly disclose financial information. Roark Capital holds investments in various large restaurant chains, including Arby’s, Auntie Anne’s, Buffalo Wild Wings, and Sonic.
