Subway, the popular sandwich chain, is set to introduce a new lineup of foot-long snacks called Subway Sidekicks at its US restaurants starting January 22. The new menu items include a chocolate chip cookie, a Cinnabon churro, and a soft pretzel from Auntie Anne’s, all available in 12-inch sizes and served hot.

The addition of these permanent sides marks a significant expansion for Subway, well-known for its sandwiches. The move comes in response to customer demand for more variety in the menu, according to Douglas Fry, Subway’s North America president. Fry stated, ‘We’ve done that because we’ve gotten feedback from our guests because they can come in and grab their favorite sandwich, but they wanted some other reasons to come in.’

Subway is optimistic that the new menu items will not only attract customers seeking snacks and sides but also boost its bottom line. In tests, about half of customers added a Sidekick to their purchase, indicating a potential increase in revenue. The company also aims to target college campuses with the reasonably priced foot-long snacks, aligning with the evolving Subway brand.

David Henkes, senior principal at Technomic, highlighted the need for Subway to diversify its offerings, especially in the face of price resistance from fast-food customers due to inflation. He stated, ‘They’ve underperformed in the sandwich segment, so they need to shake things up a little bit and drive some incremental traffic.’

Subway has been undergoing a comprehensive makeover in response to its recent struggles in the highly competitive fast-food industry. The company has focused on menu customization, app-based ordering, international expansion, and the introduction of freshly-sliced meats as part of its turnaround efforts.

The addition of Subway Sidekicks is a strategic move to revitalize the brand and cater to evolving consumer preferences. With the launch of these new foot-long snacks, Subway aims to regain its competitive edge and appeal to a broader customer base.