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American Subway introduces a new menu in Shanghai

By Chen Qide (China Daily Shanghai Bureau)
Updated: 2010-04-15 13:13

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American Subway, the world's largest submarine sandwich franchise, has created a new menu to challenge the Chinese market which is becoming more competitive with so many overseas food producers entering for the market share.

The new menu item Roasted Duck Sub has been introduced to the local market as part of Subway's expansion strategy on the Chinese market after years of growing success, said Michael Johnsen, Subway Development Agent for Shanghai.

"The new sub, the first local flavor inspired sandwich, is created specially for the Chinese market by masterfully combining Chinese and American tastes," said Johnsen.

It maintains the same classic American Subway style but is made with popular roasted duck and served hot to appeal to Chinese tastes, he said.

"This combination is perfect not only for making sandwiches more accessible to people who are hesitant to try Western style cold cuts, but also for fusion aficionados looking for new culinary twists," Johnsen said.

Subway submarine sandwich chain was founded in the United States in 1965 with 32,000 locations in 91 countries. Since its entrance in China in 1995, it has set up 144 outlets to serve Chinese customers with 30 in Shanghai.

Local food insiders said Shanghai is a city full of young and busy professionals who want to live healthily but have little time to think about and prepare meals, which is where the Subway sandwich chain can help by providing convenient, fast and healthier options.

"The launch of the Roasted Duck Sub will lead to the roll out of the sub as a national menu item, also opening the door for creating more options for the Chinese market," he said.