As Snacking Surges, Subway Launches $5 Footlong Nachos. Say What?
Subway and Doritos have teamed up to introduce the Doritos Footlong Nachos.
Subway, the 37,000-restaurant sandwich chain most synonymous with its iconic $5 footlong subs of the past, is taking a bold step into uncharted territory.
This time, it won't be a sandwich but a snack that grabs headlines: footlong nachos.
Yes, you read that right.
Subway has partnered with Doritos to introduce a 12-inch $5 Dorito nacho creation as a new addition to its growing Sidekicks menu, a move intended to attract both the budget-conscious and the snack-loving consumer.
Designed to be customized and shared, these footlong nachos start with a base of nacho cheese–flavored Doritos chips, layered with cheddar cheese, jalapeño slices, diced tomatoes, red onions, and chipotle sauce. For those looking to make it a meal, you can add rotisserie-style chicken or steak at no extra charge. Or upgrade with avocado for an additional cost.
Subway's Sidekicks menu has been steadily expanding since being introduced last year. It includes a variety of 12-inch treats, from footlong cookies and Cinnabon churros to soft pretzels from Auntie Anne's.
Given the lack of a consistent definition of a snack, most Americans define a snack as 'eating or drinking something between meals.'
Over the past decade, Americans' snacking has surged in popularity, with 74% snacking at least once every day and more than half of all Americans replacing traditional meals with snacking or smaller meals. Which foods are most popular for snacks? Sweet (59%), salty (58%) and crunchy (48%) foods take the top slots, and nearly half of snacks are paired with a beverage.
Subway's foray into nachos is calculated and designed to tap into these shifting consumer preferences around snacking.
The Data confirms, people love snacking now more than ever. Group of Sweet and Salty Snacks.
According to Douglas Fry, Subway's North America president, younger customers are increasingly gravitating toward snacking. They want food that's convenient, portable and, most importantly, budget-friendly. Over the past year, restaurant chains have been scrambling to attract customers who are feeling the pinch of inflation.
The $5 price point for the nachos is a nod to the chain's famous $5 footlong subs, which debuted in 2008. The promotion helped define its brand in the 2000s, and for many, it put sandwiches on the fast-food map. But in many ways, it also put the brand in a box, and with the addition of controversies around their 'yoga matt' ingredient, their spokesperson Jared and the death of their cofounder Fred Deluca, Subway was no longer an option for many clients.
The launch of footlong nachos is just the latest in a series of moves aimed at reinventing Subway's brand. From adding customization options to its menu, pushing app-based orders and increasing international presence—to perhaps, most notably, offering freshly sliced meats—the brand is seeking a major departure from its previous practice of using presliced cold cuts to stay relevant in a highly competitive fast-food landscape.
CRYSTAL RIVER, FLORIDA - DECEMBER 19: Irresistible new Subway Sidekicks include a Footlong Cookie, ... More Footlong Cinnabon Churro, and Footlong Pretzel from Auntie Anne's on December 19, 2023 in Crystal River, Florida. (Photo byfor Subway)
By diversifying its menu and leaning into trends like snacking and customization, Subway is positioning itself as more than just a sandwich chain.
The big question, of course, is whether footlong nachos will resonate with customers. The chain's forays into non-sandwich territory haven't always been successful. Remember its ill-fated attempt at pizza? Exactly. There's also the risk of alienating core customers who see Subway as a sandwich-first brand. While Sidekicks are designed to complement the chain's main offerings, there's always the possibility that these new offerings could dilute the brand's identity.
In an industry where innovation is often the key to survival, the chain is betting that its willingness to experiment will pay off. And who knows? If the $5 footlong nachos catch on, they could become as iconic as the subs that inspired them.
With big news recently on Jersey Mike's agreeing to sell a majority ownership position to private equity funds managed by Blackstone, valuing the food chain at $8 billion, and with Chipotle's founder making the Forbes billionaire list, there's a lot of growth, movement and opportunity in on-the-go food. Subway's latest creation is a reminder that even the most established brands need to evolve to stay relevant.
In a world where consumers are looking for value, convenience and a little bit of fun, footlong nachos just might be the perfect recipe. Say what you will about the idea, but one thing's for sure: it's got people talking. And in the fast-food game, that's half the battle.
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