Subway, the quick-service restaurant brand has been on a journey of change across many of its international markets. For the Indian market, that means the biggest shakeup to its menu in 20 years. Here the brand opens up on its drastic reinvention. I a surprised when a few days ago I noticed quite a changed menu for Subway.

Opting for simplicity versus complexity, Subway has launched a range of new menu offerings in India – and simpler ways to order them. It’s the biggest strategic shakeup from the brand in India in its two decades in the country. The shift includes an easier-to-navigate ‘point and order’ menu section as well as a new range of eight ‘hotseller’ subs, the flagship offering of the company, to combat an unwanted reputation for cold sandwiches.

Suway has been in India as a franchisee operation for 20 years and today boasts 650-plus stores and their menu has changed very little since then. I first tried Subway back in 2014 and the menu has mostly started the same. the brand rejigged the menu and opted to launch a range of new hot subs (the ‘hotsellers’) that have been crafted with the Indian palate in mind. These include Chilli Cheese, Crunchy Mexican, Paneer Achari, Italian Pesto, Chicken Tikka Achari, Great American BBQ, Spicy Chicken Cheese, and Pepper Chicken. The reengineering in India mirrors similar changes by Subway in the UK, Canada and US. Subway’s brand refresh in Britain has been accompanied by its biggest marketing campaign in the country in 25 years.