In a surprising move for fast-food fans in Russia, Subway is stepping away from its familiar brand name and emerging as “Subjoy.”
Across the country, 140 restaurants are undergoing a phased transformation, marking a significant shift in the fast-food landscape.
Phased Rollout Across Hundreds of Outlets
The rebranding isn’t happening overnight. The company confirmed to RBC that 100 locations will sport new signage by the end of September, with the remaining outlets expected to complete the transition by year’s end.
The aim, they say, is to “strengthen the existing franchise business and ensure sustainable development in the future.”
The new name, “Subjoy,” is intended to evoke feelings of pleasure, happiness, and positive emotion — a deliberate pivot to focus on customer experience rather than just sandwiches.
Franchisor Exit Sparks Change
This transformation comes after Subway International B.V. announced in June 2024 that it would cease supporting its Russian operations and terminate franchise agreements.
The decision left franchisees looking for a way to continue operating, ultimately leading to the new brand identity.
Public Reaction and Online Humor
As news of “Subjoy” spread, it sparked a mix of curiosity, humor, and online chatter.
Earlier rumors had suggested the chain might be renamed “Subboy,” a notion that quickly went viral with over 1 million views and 34,000 likes.
Many online users highlighted the unintended double meaning, joking about “subboy” and “subby-boy” references in popular culture.
Social media users also got creative with cultural parodies. Some referenced Smosh’s comedy song “Submissive & Breedable,” humorously reimagined as “Submissive & Breadable” for the sandwich-themed context.
Others made darker jokes referencing former Subway spokesperson Jared Fogle, who was convicted in 2015 of serious offenses, reminding the public of the brand’s controversial history.
A New Chapter for Subway in Russia
As “Subjoy” rolls out across Russia, the franchise aims to keep its customer base engaged while distancing itself from the international Subway brand.
Whether the new name will win over diners or become another topic of internet memes remains to be seen.
