Railway network in Russia alters its moniker
Subway Rebrands to Subjoy in Russia
Subway International B.V. has announced the rebranding of its Russian franchise, Subway, to Subjoy, starting from August 2025. This move comes following the termination of trademark and franchise support for the Subway brand in Russia due to geopolitical issues.
The rebranding process began with the transformation of 140 outlets, with the rest of the rebranding scheduled to be completed by the end of 2025. The change affects about 100 restaurants by September 30, as previously stated.
The new brand identity, Subjoy, signifies joy and pleasure from sandwiches and represents a fresh, positive image independent from Subway. The brand essence, "always a good idea," suggests a sandwich with fresh vegetables and customized fillings suits any situation.
The rebranding aims to ensure the sustainability and growth of the franchise business within Russia. Subjoy is currently operated by LLC "Subway Russia Service Company."
The decision to rebrand was made after Subway International B.V. notified Russian franchisees of the termination of Subway brand support in Russia in June 2024, and the cancellation of commercial concession agreements at the same time.
The word "joy" in the Subjoy brand name is associated with the pleasure and happiness of a favorite sub. The ultimate goal of the rebranding for Subjoy in Russia is to strengthen the franchise business and ensure sustainable growth.
It was previously reported that Subway in Russia could potentially change its name to "Subboy," but an application to register the "Subboy" trademark was filed on July 1, 2025, according to Rospatent. However, it appears that the rebranding will proceed as Subjoy instead.
[1] Subway Russia Service Company Press Release, August 2025. [2] Subway International B.V. Press Release, June 2024.
The rebranding process of Subway, now known as Subjoy in Russia, signifies a shift towards a fresh, positive image independent from Subway, aiming to strengthen the franchise business and ensure sustainable growth. The brand essence, "always a good idea," suggests a sandwich with fresh vegetables and customized fillings suits any situation, making it a joy and pleasure to indulge in Subjoy's offerings.
