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Subway has overhauled its menu as part of a new marketing strategy aimed at boosting º£½ÇÊÓƵ sales.

The fast-food giant will be testing a customisable jacket potato in 170 º£½ÇÊÓƵ stores, attributing the decision to the potato's recent social media "renaissance" and "fame on social media," as reported by .

Deniz Safa, Director of Innovation & Culinary at Subway EMEA, stated that the move was due to the "surging popularity" of jacket potatoes and "growing consumer demand."

Subway has been facing stiff competition from brands such as Greggs and Pret in recent years, with Greggs recently surpassing Subway in terms of total º£½ÇÊÓƵ restaurants.

Edurne Uranga, VP of Foodservice Europe at Circana, noted that quick-service restaurants like Subway are in "fierce competition... not just against each other, but also with major European supermarkets like Tesco, Mercadona, and Edeka."

She added that "these grocery giants are becoming formidable rivals, offering convenient meal options that challenge traditional quick service food."

"It's a battle for the consumer's palate, where both sectors are vying to capture the attention of hungry customers looking for convenience, variety, and value."

In an effort to attract more º£½ÇÊÓƵ customers, Subway rolled out its new store layout, Fresh Forward 2.0, last November.