The US-owned chain currently has 125 UK outlets, up from 30 two years ago. It views the UK as its stepping-stone into Europe, and hopes that its positioning as a healthy alternative to burgers and fries will accelerate growth ahead of other fast-food chains.
Once the chain reaches a critical mass of around 250 stores, expected to be at the end of this year, it will launch a national advertising campaign.
A 'board' of five people, made up of development agents, who currently organise marketing locally, and franchisees, will work with Subway's US marketing function to decide whether to use creative devised by its global network, Publicis, or appoint a local agency.
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