Why Did Subway Discontinue Roast Beef? The Inside Story
Subway’s decision to remove roast beef from their menu shocked many loyal customers. Roast beef had been a staple Subway sandwich for years, so why did they suddenly discontinue it? As a long-time Subway fan myself, I was determined to get to the bottom of this mystery.
After digging around online and talking to some inside sources, a picture began to emerge It seems the discontinuation of roast beef came down to two key factors cost and strategy.
On the cost side, roast beef was one of Subway’s most expensive proteins. While delicious, it didn’t fit well with Subway’s image as an affordable sandwich shop. With rising beef prices in recent years, roast beef was cutting into Subway’s profit margins more than other menu items.
The strategic factor relates to a broader shift in Subway’s menu approach. In mid-2020 Subway removed several slower selling menu items like rotisserie chicken and roast beef as part of an effort to streamline operations during COVID-19. However, even as dining rooms reopened these sandwiches never returned.
Subway’s new CEO John Chidsey appears to be pushing a back-to-basics strategy focused on core subs like tuna, turkey, and ham. Discontinuing roast beef may alienate some customers, but allows Subway to reduce complexity and costs in pursuit of this simplified menu.
The Customer Backlash
Cutting roast beef proved hugely controversial among Subway’s loyal fans. Social media erupted with angry comments demanding its return. “Bring back the roast beef!” implored one Facebook user. On Twitter, customers threatened boycotts, with comments like “No more Subway for me until the roast beef is back.”
Inside Subway, franchise owners pushed back as well One franchisee called eliminating roast beef “ridiculous” for a deli-style chain However, their protests fell on deaf ears at Subway’s corporate HQ.
Behind the scenes, Subway calculatingly ignored the customer frustration. They gambled that roast beef lovers would still come back for subs like meatball or steak and cheese. So far, it seems that bet has paid off. Despite the initial anger, Subway sales have held steady since axing roast beef.
Why Subway Made the Right Choice
As a marketer, I believe Subway ultimately made the right choice in killing off roast beef, despite the backlash. Here’s why:
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Focusing the menu increases efficiency. Too many choices slows down service.
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Roast beef was expensive compared to meats like turkey. Removing it improves profitability.
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Subway’s core customer base of budget-conscious diners cares more about value than niche sandwich options.
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Discontinuing a menu item generates buzz and media coverage for the Subway brand.
While some customers remain resentful, most have moved on. The social media fury has faded away. At the end of the day, we all have to eat. Even if roast beef lovers are disappointed, they’ll still line up for a footlong sandwich made with Subway’s other proteins.
Will Roast Beef Ever Return?
Is there still hope for roast beef lovers? Potentially. Insider sources say Subway may bring back roast beef in the future as a limited time offering.
Rather than being a permanent menu item again, roast beef would return for short promotional windows. This strategy allows Subway to tap into nostalgia and tempt back roast beef enthusiasts periodically.
Personally, I hope the #BringBackTheBeef movement eventually succeeds. But with its laser focus on efficiency and profitability, Subway seems unlikely to resume roast beef as a mainstream menu option anytime soon. For now, loyal customers like me will have to settle for dreaming about the day when roast beef subs come back to Subway.
Customers and franchisees have questioned Subway’s strategy
Subway was among many restaurant chains like McDonalds, Panda Express, and Taco Bell that trimmed menu items during the early days of the pandemic.
But when restrictions lifted in various parts of the US, Subway operators wanted to bring back the two sandwiches to appease consumers, who were demanding the return of the two premium subs on social media.
“The customer reaction was horrendous,” the franchisee said. “People were pissed off that those two items were gone. You would think that they would bring them back faster, but they didnt. But finally, this year, they said they are bringing them back.”
“I wont eat at Subway again until they bring back Roast beef,” reads one recent comment on Subways Facebook page. “I thought it was a temporary thing but the restaurant I was at today said it was a forever thing. So I said thats the stupidest thing I heard today. I canceled my order and walked out.”
The decision to ditch rotisserie chicken and roast beef is not the only strategy that franchisees say has come from the top without support from the operators that own 100% of Subway locations across the US.
Last June, many franchisees refused to participate in a heavily-hyped two-for-$10 sandwich deal. Franchisees told Insider they have also pushed back on the companys decision to require stores to pre-pandemic hours of operation, despite sales slumps and difficulty staffing locations.
Some franchisees blame CEO John Chidsey, who was hired in November 2019, for the top-down approach.
“He doesnt really communicate well with franchisees,” a second franchisee told Insider. This source also asked to remain anonymous as this person was not authorized by the company to speak to the press. “Its obvious that he thinks franchisees are his employees.”
A Subway representative said in a statement to Insider that franchisees “are an important and influential part of our business.”
“We encourage and maintain an open line of communication with our franchise investors to drive long-term growth and evolve our business together, which has recently included navigating through a global pandemic and changes to our menu,” the company said in a statement. “We listen closely to feedback from both franchisees and guests as we continue to grow and transform.”
Are you a Subway franchisee or employee with a story to share? Email [email protected] and [email protected], or get in touch via the Signal encrypted messenger app at (646) 768-4740 or (714) 875-6218
Subway’s New Slow Roasted Roast Beef – Ep. 750 #TMR
FAQ
Is roast beef back at Subway?
Subway has launched a line of chicken sandwiches and brought back its roast beef sandwich as a permanent addition to the menu, but with higher-quality meat, the quick-service chain based in Milford, Conn., said Tuesday. It also has added a caramel brownie cookie for the holiday season.
When did Subway get rid of roast beef?
The popular sandwiches were removed from the menu in June. When fast-food chain Subway decided to remove the rotisserie chicken sandwich and the roast beef sandwich from its menu last year, customers and even operators were baffled by the decision.
Does Subway have roast beef subs?
Stuffed with thinly cut slices of roast beef, this crowd favorite is served on the oven-fresh bread of your choice. Some items may not be available in all markets. Prices and participation may vary.
What sandwiches did Subway discontinue?
- Flatizza. hand pulling flatizza – Subway / Facebook. …
- Chicken Pizziola Sandwich. chicken pizziola sandwich – Subway Aruba. …
- Beyond Meat Meatball Marinara Sandwich. …
- Seafood Sensation Sandwich. …
- Jalapeño Cheddar Bread. …
- Oven-Roasted Chicken Breast. …
- Peanut Butter Cookies.
Does subway still sell roast beef?
Subway discontinued roast beef in the summer of 2020. Red meat lovers especially loved it. Angsty people were seen all over the internet inquiring about Subway locations or outlets that still sold roast beef. 2. Rotisserie Chicken This was also discontinued in the summer of 2020.
Why did subway discontinue Taco Beef?
Taco TKO Although not loved a lot by the customers, Subway discontinued taco beef from their menu in late 2019. However, many people called it the worst taco, so no one missed it a lot. Subway had to discontinue its $5 footlong in fear of possible bankruptcy, as anticipated by many economists worldwide.
Will you eat at subway again if they bring back roast beef?
“I wont eat at Subway again until they bring back Roast beef,” reads one recent comment on Subways Facebook page. “I thought it was a temporary thing but the restaurant I was at today said it was a forever thing. So I said thats the stupidest thing I heard today. I canceled my order and walked out.”
Why did subway take off rotisserie chicken sandwiches?
The sandwiches were taken off the menus in June, and although there was never a formal explanation for the decision, Business Insider speculates that it may have something to do with the fact that roast beef and rotisserie chicken were two of the priciest proteins on the Subway menu.
Did subway cancel roast beef?
As predicted, the cancellation spurred some irate responses from the consumer base, as Fox covered in June. However, the outlet also noted that some stores stated that roast beef barely sold. Evidently, though, enough roast beef had been previously bought, as Subway is reversing its menu-slimming move.
Will subway bring back roast beef and rotisserie chicken?
Subway will bring back its roast beef and rotisserie chicken this summer, sources told Insider. The two sandwiches disappeared last year, to the dismay of some customers and franchisees. “Who has a deli shop without roast beef? I mean, it’s ridiculous,” said one Subway franchisee. See more stories on Insider’s business page.