Subway’s footlong cookies flew off the shelves. So much so, they ran out. Now, Subway hopes to recreate that buzz with new savory treats.
Starting Tuesday, Subway introduces Dippers. These are 12-inch long snacks using flatbread, filled with pepperoni and cheese, chicken and cheese, or double cheese, served hot. Priced at $3, Dippers join the Sidekicks menu, which already includes giant cookies, churros, and soft pretzels.
Value is crucial for Sidekicks. Fast food chains are rolling out new items and deals to attract budget-conscious customers. Many are eating out less and spending sparingly when they do.
Sidekicks and Dippers cater to younger customers' snacking habits, says Douglas Fry, Subway’s North America president. They seek “convenient, hand-held, grab-and-go” snacks at affordable prices.
“We know the economic climate is shifting,” Fry told CNN. He noted customers are “sacrificing quantity and quality,” but Subway offers “great value with fresh, tasty food for all budgets.”
Dippers come in three flavors: pepperoni and cheese, chicken and cheese, or double cheese. They are cost-efficient for Subway, using flatbread from their wraps and ingredients already in their sandwiches.
Subway's Sidekicks lineup is a part of its turnaround strategy. Since January, they’ve sold over 30 million snacks, priced from $2 to $5. Fry mentioned they "would have sold more" if not for the cookie shortage.
Adding Sidekicks is smart, says David Henkes, senior principal at Technomic. Subway needs to boost revenue as fast food customers resist price hikes amid inflation.
“They’ve underperformed in the sandwich market and need to shake things up,” Henkes said. Technomic data shows Subway lags in side and snack sales compared to competitors.
Subway has been making changes, including more menu customization, pushing app orders, expanding globally, and introducing freshly sliced meats—a shift from pre-sliced cold cuts.
However, Subway faces challenges, including a shrinking store count. In 2023, they closed over 400 U.S. restaurants, leaving them with 20,133 locations, the lowest since 2005.