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© History Oasis
1990-1996
Subway’s first fast food slogan positioned it against McDonald’s and Burger King during the 1990s fitness boom. Created by Dick Pilchen, the company’s first employee, who also filled ice machines and handled banking. By 1990, Subway had 5,000 locations worldwide. The slogan launched their first national marketing push. Its accompanying campaigns emphasized health over traditional fast food’s grease and calories.
1996-2000
This tagline was launched to differentiate Subway from standardized fast food competitors. It was a time when Subway was expanding globally, with the first UK location opened in Brighton in 1996. The B.M.T. sandwich, originally named after the Brooklyn-Manhattan Transit, became their most popular menu item for the campaign. Subway positioned itself as the premium sandwich alternative with this slogan.
2000-2015, 2020-Present
Subway’s most iconic slogan. It was used with Jared Fogle’s infamous weight-loss campaign. Fogle appeared in over 300 commercials after losing 245 pounds. Subway spent $516 million on advertising in 2011, making it America’s second-largest fast food advertiser. The company attributed one-third to half of its growth to Fogle’s story. “Eat Fresh” became synonymous with the brand itself. The slogan lost its luster for a few years after Fogle was convicted of nefarious acts.
2008-2014
You probably randomly hum this jingle. The slogan started in 2004 when Miami franchise owner Stuart Frankel offered weekend $5 footlongs to boost slow sales. The viral jingle “five, five, five dollar footlong” generated $3.8 billion in first-year revenue. It spawned internet parodies and helped triple Subway’s business between 1998 and 2011. Franchise owners later rebelled against the slogan, as it cost over $4 to make each $5 sandwich.
2015-2016
This was a crisis management slogan created after Jared Fogle’s arrest. Featuring founder Fred DeLuca’s son, Jonathan, in commercials focusing on company history rather than celebrity endorsements. The campaign featured ingredient sourcing and an antibiotic-free meat phase-out. The slogan was introduced to reboot Subway’s falling image.
2017-2018
This slogan continued the fresh theme while distancing itself from celebrity endorsements. Subway continued to focus on product qualities and ingredient sourcing. The company avoided jingles and famous spokespersons, instead emphasizing food quality and preparation methods. It was a back-to-the-basics approach.
2018-2020
The campaign highlighted customization and consumer choice, aligning with the growing demand for personalization. The slogan positioned Subway’s build-your-own sandwich concept that had always been core to their business model. Launched during a challenging period—Subway closed over 1,000 locations in 2019 as sales declined.
2021-Present
The new Eat Fresh campaign combines its most successful tagline with “Refresh,” acknowledging company revitalization efforts. Represents both a return to proven messaging and an admission of needed brand updates. Launched as Subway continues fighting declining sales and store closures.
