1.4 The SUBWAY® Story
The SUBWAY® Story
“Let’s open a submarine sandwich shop.”
(Dr. Peter Buck, 1965)
The story of the SUBWAY® brand began on August 28, 1965, when Dr. Peter Buck, a nuclear physicist, changed the life of a college student with those few words.
That student was 17-year-old Fred DeLuca, who was looking for a way to pay for his college tuition. With Dr. Buck’s advice and his $1,000 investment, the two formed a partnership that would forever change the quick-service restaurant industry.
The first restaurant opened in Bridgeport, Connecticut, under the name Pete’s Super Submarines. In 1966, the name was shortened to Pete’s SUBWAY. By 1968, the brand officially became SUBWAY®, a simple name that would go on to become one of the most recognized in food service worldwide.
Guests loved the concept of fresh, made-to-order sandwiches at a fair price — and the SUBWAY® journey had begun.
Creating a Strong System
By 1974, Fred and Dr. Buck operated 16 sandwich shops across Connecticut. With an ambitious goal of 32 locations, they introduced franchising — a move that launched SUBWAY® into a period of remarkable growth, transforming it into one of the most recognized brands in the world.
“The key to success is consistency. Guests should have the same great experience in every SUBWAY® around the world.”
— Fred DeLuca
This growth was powered by what became known as “The SUBWAY Way” — a proven system of operations, standards, and training designed to deliver freshness, consistency, and value in every restaurant.
Guiding Principles & Milestones
From the very beginning, Fred and Dr. Buck’s vision was rooted in three guiding principles:
- Always provide exceptional service to valued guests.
- Offer high-quality, flavorful, and better-for-you menu options at a great value.
- Never stop evolving and improving the brand.
“We’re not a sandwich company that serves people, we’re a people company that serves sandwiches.”
— Fred DeLuca
“We wanted to give people an alternative — something fresh, affordable, and made their way.”
— Dr. Peter Buck
Over the decades, SUBWAY® lived out these principles with milestones that shaped the guest experience:
- 1980s – SUBWAY® began baking bread fresh in-store, filling restaurants with the aroma of freshness. That same decade, the brand introduced its now-famous cookies, which quickly became a beloved guest favorite.
- 1990s – SUBWAY® restaurants were known for slicing meats fresh in-store, reinforcing the deli-style experience.
- Late 1990s – The global slogan “Eat Fresh®” was introduced, becoming one of the most recognizable taglines in quick-service history.
- 2002 – SUBWAY® surpassed 20,000 restaurants worldwide, a major milestone in its global expansion.
- Mid-2000s – SUBWAY® introduced toasted sandwiches, giving guests another customizable option and making “toasting” a signature part of the brand.
- 2008 – The legendary $5 Footlong® campaign launched, becoming one of the most successful promotions in quick-service restaurant history and cementing SUBWAY’s reputation for value.
- 2010 – SUBWAY® became the largest restaurant chain in the world by location count, surpassing McDonald’s.
- 2017 – The brand unveiled its Fresh Forward décor, a modern design initiative to refresh restaurant interiors globally.
- 2021–2023 – SUBWAY® launched the Eat Fresh Refresh, introducing updated recipes, flavors, and digital conveniences.
- 2023 – Fresh slicing returned to all U.S. restaurants, reconnecting to the brand’s deli-inspired roots.
- 2024 – SUBWAY® completed its $9.6 billion acquisition by Roark Capital, marking the brand’s first ownership change in history.
SUBWAY® Today
Now, more than 60 years later, SUBWAY® has grown into one of the world’s largest restaurant brands, with nearly 37,000 restaurants in over 100 countries.
- SUBWAY® serves millions of guests every day — more than the population of many countries.
- It is more widespread than McDonald’s or Starbucks, with restaurants in more locations worldwide.
- Its green and yellow branding is recognized everywhere, from small towns to major cities.
- SUBWAY® has even appeared in movies, TV shows, and sports sponsorships, making it part of popular culture.
- Every restaurant is locally owned and operated by franchisees, creating jobs, supporting schools, sponsoring sports teams, and giving back to local charities.
“Every guest’s visit should be special, individual, and satisfying.”
— Fred DeLuca
Guest Promise:
Guests return to SUBWAY® because they know they can get a sandwich made their way — fresh, fast, and with care — every time.
Community Impact:
SUBWAY® franchisees around the world support their local neighborhoods, reinforcing the brand’s role as a true community partner.
Innovation for the Future
SUBWAY® is more than a restaurant — it is an evolving guest experience. The brand continues to focus on:
- Nutrition & Choice – Fresh vegetables, lean proteins, and customizable meals as better-for-you dining.
- Technology & Digital – Mobile ordering, delivery, kiosks, and loyalty rewards.
- Sustainability – Greener packaging, energy-efficient equipment, and responsibly sourced ingredients.
- Resilience & Reinvention – Adapting to challenges with bold new ideas while staying true to its founding promise.
“The best way to predict the future is to create it. That’s what we did with SUBWAY®.”
— Fred DeLuca
A New Chapter
In 2023, SUBWAY® announced an agreement to be acquired by Roark Capital, a private equity firm specializing in franchise and multi-location businesses. The $9.6 billion transaction, completed on April 30, 2024, marked the first ownership change in SUBWAY®’s history.
While ownership has changed, the SUBWAY® brand remains true to its founding purpose: to serve fresh, delicious sandwiches made-to-order, with great value and exceptional service.
Although both Fred DeLuca and Dr. Peter Buck have since passed away, their entrepreneurial spirit and vision continue to inspire SUBWAY®’s direction today — and for generations to come.
Looking Ahead
With a strong foundation of freshness, value, and service, SUBWAY® is committed to shaping the future of quick-service dining.
As the brand continues to evolve, every team member plays a vital role in carrying forward a 60-year legacy of hospitality, innovation, and community impact.
Every sandwich prepared, every guest greeted, and every restaurant kept clean is part of the living tradition known as The SUBWAY Way.
“Our business is built by the people who wear the SUBWAY® uniform every day. They are the face of the brand.”
— Fred DeLuca
When you put on the SUBWAY® uniform, you represent a brand with more than 60 years of history, built on freshness, service, and innovation. Wear it with pride.
The SUBWAY® story is not just history — it is your story too.
Watch our tribute video to our Late Co-Founder, Fred Deluca https://youtu.be/SG4CAC3wcXY
Watch our tribute video to our Late Co-Founder, Dr. Peter Buck https://www.youtube.com/watch?v=1u4VrTggH2I