Subway has announced a major update to its US menu and value proposition for the start of 2026, introducing a new grab-and-go format alongside a revamped daily discount structure.
Starting 8 January, the chain is rolling out Protein Pockets, a soft tortilla-based option designed to offer high protein density at a competitive entry price of $3.99. Simultaneously, the brand is reintroducing a structured value tier with a new $4.99 "Sub of the Day" lineup.
Product Innovation: Protein Pockets
The launch of Protein Pockets targets the "protein-conscious" and mobile consumer. The product features a toasty wheat-flavoured soft tortilla filled with curated proteins and vegetables.
Key Selling Proposition:
Price: $3.99.
Nutrition: Over 20g of protein per serving.
Target Audience: Grab-and-go consumers seeking non-fried protein options.
The Debut Lineup:
🍗🔥 Baja Chicken: Grilled chicken, Monterey cheddar, smoky Baja Chipotle sauce, lettuce, Roma tomatoes, and jalapeños.
🍗🥗 Peppercorn Ranch Chicken: Grilled chicken, Monterey cheddar, zesty Peppercorn Ranch, lettuce, Roma tomatoes, and pickles.
🥩 Italian Trio: Black Forest ham, aged pepperoni, Genoa salami, Monterey cheddar, lettuce, Roma tomatoes, and mayo.
🦃🐖 Turkey & Ham: Oven-roasted turkey, Black Forest ham, Monterey cheddar, lettuce, Roma tomatoes, and mayo.
Value Strategy: Sub of the Day
To address price sensitivity in the QSR market, Subway is formalising a daily value calendar. Guests can purchase a specific six-inch sub for $4.99, with an upsell option to add a drink and chips/cookies for an additional $2.
The Rotating Schedule:
Monday: Meatball Marinara
Tuesday: Classic Tuna
Wednesday: Sweet Onion Chicken Teriyaki®
Thursday: Oven-Roasted Turkey
Friday: Black Forest Ham
Saturday: Italian B.M.T.®
Sunday: Spicy Italian
Dave Skena, Chief Marketing Officer, North America, emphasised the strategic focus on affordable nutrition:
"Getting more protein in their diet is important to so many people. But all too often that protein is expensive or fried. With Subway's new Protein Pockets, they can get over 20 grams of protein for $3.99 without sacrificing taste. And with our new Sub of the Day lineup... folks can eat freshly made, delicious food at a great value every time they come to Subway."
Loyalty Integration
The launch is supported by the recently updated Sub Club loyalty program (launched in December), which offers a "buy three footlongs, get the fourth free" mechanic, further layering value for high-frequency customers.
Subway US Launches 'Protein Pockets' and Revamps Value Menu with $4.99 'Sub of the Day'
