Subway Taps into Food-To-Go Trend With Jacket Potato Launch
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Subway has long been known for its customizable sandwiches and fresh ingredient options, but the fast-food giant is now shaking up its menu with a new addition: jacket potatoes. Branded as the “Spudway,” these baked potatoes are being trialled in 170 Subway locations across the UK from February 19 to April 15, 2025.
The introduction of the Spudway aligns with a broader trend in the fast-food industry, where consumer preferences are shifting toward traditional comfort foods. Jacket potatoes have seen a surge in popularity, especially on social media, where viral content showcases creative topping combinations.
What is the Spudway? A closer look at Subway’s jacket potatoes
The Spudway introduces a classic British staple to the Subway menu, giving customers the option to enjoy baked potatoes with a variety of toppings. The lineup includes:
- Cheese & Heinz Beans
- Tuna Mayonnaise
- Chicken Tikka
- Rotisserie Style Chicken & Bacon
- Taco Beef
One of the key selling points of the Spudway is its adaptability. Customers can customize their jacket potatoes just as they would a Subway sandwich, choosing from a range of additional toppings and fillings to create a personalized meal. This flexibility aligns with Subway’s reputation for offering build-your-own meal options that cater to a range of dietary preferences.
The Spudway is available as a standalone item or as part of a meal deal, which includes a drink and a choice of crisps or a cookie. Prices start at £4.29, though they may vary by location. This pricing strategy positions the Spudway competitively within the fast-food market, offering a satisfying and affordable alternative to traditional sandwich-based meals.
Why jacket potatoes? The rise of traditional comfort food in fast food
Jacket potatoes have long been a staple of British cuisine, offering a simple yet satisfying meal that can be customized with various toppings. Their recent resurgence in popularity, particularly on social media, has positioned them as a trending food item. Platforms like TikTok and Instagram have fueled the demand, with viral content showcasing innovative and indulgent jacket potato recipes that appeal to a wide audience.
The growing consumer interest in jacket potatoes reflects a broader shift toward comfort food in the fast-food industry. As more customers seek alternatives to burgers and fries, brands are responding with menu items that provide both familiarity and a sense of indulgence. The rise of jacket potatoes in fast food also coincides with an increased emphasis on meal customization, a trend that Subway has long championed through its sandwich offerings.
How the Spudway fits into the UK’s food-to-go market
The UK’s food-to-go sector is a rapidly growing market, projected to reach £21.3 billion in 2025. This expansion is driven by busy consumers looking for quick, portable meal options that don’t compromise on taste or quality. Subway’s introduction of the Spudway is a strategic move to capture a share of this market by offering a product that combines convenience with comfort.
Unlike traditional fast food, which often focuses on handheld items like burgers and wraps, the Spudway caters to customers who prefer a heartier meal that can still be enjoyed on the go. Its affordability and customization options further enhance its appeal, making it an attractive choice for lunch and dinner crowds alike. Early customer reactions to the Spudway have been largely positive, with many praising its unique addition to the Subway menu.
If the trial proves successful, Subway could introduce the Spudway across all UK locations, solidifying its place in the fast-food industry as a brand that offers diverse and customizable meal options beyond sandwiches. A permanent rollout would also allow Subway to compete more directly with other food-to-go chains, particularly those specializing in hearty, warm meals. For now, customers eager to try the Spudway can visit one of the 170 participating Subway locations before the trial ends on April 15, 2025.
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