Subway UAE’s Ayman Al Khaled on the brand’s appetite for growth

Subway UAE is making ambitious strides in the country’s quick-service restaurant (QSR) sector. From Kamal Osman Jamjoom’s (KOJ) acquisition of 140 sub-franchisees to the introduction of advanced technology in its flagship store, the brand is undergoing a remarkable transformation.

In an exclusive interview with Gulf Business, brand director Ayman Al Khaled, shares insights into into Subway UAE’s growth and strategy.

1. KOJ’s acquisition of existing Subway sub-franchisees brought the store count under its management from one to 140. Was this consolidation always a part of its strategy and broader vision?

Yes, this consolidation was a key part of KOJ’s strategic vision from the outset. Our goal has always been to create a unified and consistent experience for Subway customers across the UAE.

By bringing the store count under centralised management, we were able to streamline operations, ensure quality control, and drive efficiencies across all locations.

For customers, this has translated into a more reliable and consistent service experience, with every outlet meeting the same high standards of quality, speed, and satisfaction that they expect from Subway.

The flagship store features next-gen self-order kiosks and an anamorphic screen, both regional firsts for Subway. How do these innovations align with Subway’s global digital transformation goals?

Globally, Subway is going through a digital transformation, where they have taken the direction to digitize the stores moving forward.

However, the anamorphic screen, was our initiative, and we stand as the first region to launch such a store.

The food and beverage industry is constantly evolving. What key trends do you see shaping the QSR sector, and how is Subway UAE adapting to stay ahead of the curve?

The QSR sector is experiencing significant shifts, driven by digital transformation, craveability, and the demand for personalised dining experiences. Key trends include the growing importance of sustainability, digital ordering solutions, and localising flavours to meet local preferences.

Subway UAE is at the forefront of these changes. We have invested in technology to streamline delivery and in-store experiences.

Additionally, we continuously innovate our menu to incorporate local flavours that resonate with our diverse customer base.

Sustainability remains a priority. We have transitioned all our uniforms, packaging, and cutlery to sustainable options, reducing our environmental footprint and reinforcing our commitment to responsible practices.

Subway is a global brand, but local tastes often drive success. How does Subway UAE incorporate regional flavours and preferences into its offerings? Any examples of how Subway UAE has tailored its menu?

Subway UAE deeply values the importance of catering to local tastes in a multicultural market like the UAE.

By analysing consumer preferences and staying in tune with regional culinary trends, we have developed menu items that reflect local flavours while staying true to Subway’s brand promise of fresh, customisable meals. One example is our recent launch of the Daqoos Series, which highlights nostalgic regional flavours by incorporating Excellence Hot Sauce and Chips, flavours that have been long cherished in the region.

Subway has undergone significant evolution over the years. How has the brand’s positioning in the UAE changed, and what has driven these shifts?

One of the key drivers of Subway’s evolution in the UAE has been the transition to a master franchise model, which has enabled the brand to deliver a more consistent experience to customers across the region.

By centralising operations and ensuring adherence to global standards while incorporating local insights, Subway UAE has been able to enhance the quality, service, and overall brand experience.

What are Subway UAE’s top priorities for growth and innovation in the market?

Our vision for 2025 revolves around two pillars: expansion and innovation. On the expansion front, we are actively exploring opportunities to open new outlets in high-demand areas and underserved locations. Innovation remains at the core of our strategy.

Expect exciting product launches, including new LTOs (limited-time offers) tailored to local tastes. Additionally, we aim to elevate our digital capabilities to deepen customer engagement and retention.