Shane Bracken, Subway managing director, Australia and New Zealand, shares the top five trends for the year ahead and reveals how the QSR chain will adopt and adapt to stay competitive.
2025 industry trends and predictions
1. Laser focus on ease and value
The overall value proposition will continue to evolve for the QSR industry in 2025, with a strong emphasis on the “quick” aspect. Speed and convenience will remain paramount as customer expectation for fast, efficient service grows.
From a Subway perspective, we are already shifting our business focus to meet this increasing demand. This involves a comprehensive review and enhancement of our core menu architecture to ensure it delivers both value and ease in abundance. By streamlining our menu offerings, we aim to reduce complexity and improve operational efficiency, allowing us to serve customers faster without compromising on quality.
The streamlined menu is going to be a collection of signature, curated builds, recommended by our flavour professionals as the best taste experience. Many new Subway consumers are overwhelmed by the choice and variety we have available, so we’re trying to create options that are easy to order and reflect the flavour combinations we believe people will most enjoy.
However, Subway will always be a place for personalisation. Any streamlining of the menu keeps our customisation heritage at the forefront.
If what we’re doing doesn’t resonate with consumers, we need to pivot quickly.
The Subway customer experience is about delivering for customers via multiple channels. The ideal experience will depend on the individual customer’s priorities. For instance, value will always be important to our customers, but this is not simply in relation to price, but could also mean quality and variety.
2. Energised digital transformation
In the highly competitive Quick Service Restaurant (QSR) space, the cornerstones of success remain quick, easy and convenient service. In 2025, there will be a renewed focus on enhancing these elements for customers.
As part of this, Subway will start to pivot to a more digitised customer experience across our restaurants in Australia and New Zealand. This will see QSR businesses partnering heavily with third-party delivery platforms to double down on convenience via digital avenues.
Integration is the key here, to bring accuracy, speed and convenience for customers.
Kiosks are another user experience where consumers are looking for increased digital interaction. Subway is a bit late to the party, however this is certainly an area we want to accelerate.
Having the option to order via a website is still necessary at this point, however I expect we’ll see this need diminish as we continue to move into more digital channels, app improvements and other digital marketplaces. Consumers are increasingly moving to any channel that delivers speed and convenience, and we’ll move with the consumers.
3. Continued franchisee engagement
The digital transformation of a QSR business is no small feat. If you’re going to transform your business and make bold leaps in customer experience and menu, you first have to be aligned with the franchisee base. Franchisees are the backbone of our operations, and their engagement and support is vital for implementing new digital strategies. In 2025 all franchise-oriented businesses must have a clear plan on how they will engage with their wider network, through regular communication, comprehensive training programs and robust support systems.
For Subway specifically, 2025 will strengthen our relationship with franchisees even further as we come together for ‘SUBCON25’, our biennial convention. Bringing 800+ members of the Subway and franchise team together through rich and engaging learning experiences ensures a unified approach.
4. The loyalty battle
There is a battle going on with loyalty programs, not just within the QSR industry but retail as a whole. We already have some great loyalty programs within Australia and New Zealand which will come to the forefront in 2025. As brands compete for the attention of customers in this space, it will continue to be a key driver for digital and overall business growth.
But it’s not just what you have on offer, it’s about the whole user experience and making this completely seamless. From opening a loyalty offer email to scanning your loyalty card in restaurant, providing a positive customer experience is key. As an industry this needs to be a big focus within our digital offerings to remain relevant in 2025, delivering on personalised rewards and promotions to make it easier for consumers to engage with their favourite QSR brands.
5. Tempting and innovative flavours
In 2025, tempting tastebuds in intriguing new ways will be crucial, given the fierce competition in the food industry. To stand out, QSR brands must focus on ensuring their products are innovative and align with evolving taste profiles, enticing customers to try new and exciting flavours.
Subway uses a multitude of different trends and data to inform flavour decisions. We’re continually looking both inside and outside of our region for inspiration. We take data from emerging restaurant and food service trends to develop a menu architecture that reflects embedded and emerging tastes and gives consumers the opportunity to try things they are tempted by.
Introducing seasonal and limited-time menu items that feature unique and bold flavours creates a sense of urgency and excitement, encouraging both regular and new customers to explore different options. There should also be an increased element of ‘surprise and delight’ for customers, with offerings to sample new flavours becoming more prominent both in store and through pop up events.
Differentiation is crucial for success
In summary, the QSR industry continues to be a highly competitive environment. So unless you are differentiating yourself across key areas like value and customer experience with a focus on digital transformation, you will be beaten out by competitors.
The Subway focus for 2025 will be to deliver on a seamless customer journey and digitisation with ease and value integrated at every point.
Communication is key, as is often the case. We are focused on clearly articulating our strategy and vision for the future to show how everyone holistically benefits from the change. We are actively leading customers into new spaces.
From Subway as a brand, to consumers, to franchisees, we believe the journey of change will be well worth the effort.
