Subway debuts Club Collection LTO, breaking from tradition

The Southwest Chicken Chipotle Club is one of three LTO sandwiches

Subway Restaurants debuted a new lineup of club sandwiches, breaking from tradition, the sandwich chain announced. The Subway Club Collection LTO (limited-time offering) brings ingredients, like jalapeños, delicious steak and creamy guacamole, front and center. Subway’s new LTO sandwiches include The Southwest Chipotle Chicken Club, The American Club and The Steak Club.

And a new campaign by Dentsu Aegis Network launched April 25. Subway’s agency of record was tapped to create the “Breaking Club Traditions” campaign. Ad spots and digital media placements take aim at other traditional clubs, including country clubs, chess clubs and motorcycle clubs.

To reinvigorate the sandwich brand, Subway has executed a brand shakeup and major management change in the recent past. A non-family chief executive, Trever Haynes, was installed last June, to lead the charge.

Subway Club Collection part of menu innovation initiatives

Subway would expect these new club sandwiches to generate excitement for spring and spur sales, as it competes in a very competitive sandwich category landscape. Also, as Subway has looked to differentiate its menu in the past year, it has launched unique menu items, including the Ultimate Cheesy Garlic Bread sandwich and the Green Goddess Tuna Melt.

Here is the new, Subway Club Collection lineup:

  • The Southwest Chipotle Chicken Club – chicken strips, bacon are topped with pepper jack cheese, lettuce, tomatoes, green peppers, and red onions, Chipotle Southwest sauce and guacamole, and served on Jalapeño Cheddar bread
  • The American Club – turkey, Black Forest ham and bacon on Artisan flatbread, topped with American cheese, lettuce, tomatoes, and mayonnaise
  • The Steak Club – shaved steak, turkey and bacon are topped with American cheese, lettuce, tomatoes and mayonnaise, on fresh-baked bread

As a spring LTO, The Subway Club Collection is only available until June 26 at participating U.S. restaurants.

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