For decades, Subway was one of the most visible fast food chains in the United States, with a strong presence on streets and in shopping malls. However, in 2025 the brand faces a crucial moment that marks a radical change in its trajectory. This shift is reflected both in its massive store closures and in its efforts to renew its image and attract customers with innovative campaigns.
So far this year, Subway has closed 631 stores, reducing its number to fewer than 20,000 locations, a figure not seen in more than fifteen years. At the same time, the company is seeking to regain its shine with the launch of a campaign tied to the highly anticipated premiere of the movie Happy Gilmore 2. It is betting on nostalgic promotions and new products that aim to capture consumers' attention.
Mass closures and challenges for Subway in the United States
The chain, which once had nearly 27,000 locations in 2015, has seen its presence drop significantly. According to experts, the closures are especially concentrated in medium-sized cities and neighborhoods where Subway had kept stores for more than two decades. The combination of stagnant sales, rising operating costs, and fierce competition has made many franchisees face serious difficulties in keeping their businesses profitable.
Each closed store means the loss of between five and ten jobs, directly affecting thousands of employees. The company, acquired in 2023 by Advent International, states that these moves are part of a strategic plan. Its intention is to focus resources on stores with higher profitability and growth potential, leaving behind less profitable locations.
Despite these adjustments, Subway remains strong in international markets such as Asia and Latin America, although its image in the United States is no longer what it once was. Consumers now demand more modern, healthy, and varied experiences. Subway is in the midst of adapting so they don't fall behind.
The bet on Happy Gilmore and nostalgic promotions
Meanwhile, Subway is launching a campaign available starting July 10, linked to the sequel Happy Gilmore 2, which will arrive on Netflix on July 25, 2025. The movie starring Adam Sandler returns after nearly 30 years, and Subway is taking this opportunity to recapture the nostalgia of the 90s with a very special launch.
For just one extra dollar, customers can turn any combo or meal into the Happy Gilmore Meal, according to All Recipes. It includes a sandwich, chips or cookies, and a soft drink served in one of four collectible cups featuring characters from the movie. In addition, the containers have a QR code that allows participation in raffles with prizes such as cash, golf credits, and trips.
The campaign includes celebrity cameos such as Travis Kelce and rapper Bad Bunny, who is part of the movie's cast. With this strategy, Subway aims to attract not only its regular customers, but also a younger and nostalgic audience, strengthening the emotional connection with the brand.