Subway: Hungary included in regional plan for 300 new restaurants

Subway is preparing to expand in Central Europe under a ten-year franchise agreement that includes Hungary. Emerging Bites will take responsibility for developing the brand across five countries, with plans to open a total of 300 restaurants over the next decade. Alongside expanding the network, the programme includes modernising restaurants and recruiting new franchise partners.

Development agreement covers five countries

According to a report published by Bumm on 25 October, Subway signed a ten-year franchise agreement with Emerging Bites in September. The agreement covers Slovakia, Czechia, Austria, Hungary and Slovenia. Emerging Bites will be responsible for developing the brand in these countries, placing the Hungarian market within a wider, multi-country growth programme.

The network currently has a total of 53 restaurants across the five countries. Against that backdrop, the planned 300 openings over the next ten years signal substantial expansion ambitions. It is important to note, however, that the announcement sets out a plan: it does not describe restaurants already opened or provide a site-by-site investment schedule.

For those considering a franchise in Hungary, the direct relevance of the agreement is the country’s inclusion. However, the target of 300 restaurants applies to all five countries combined and should not be interpreted as a commitment to open that many in Hungary. Distinguishing between the regional target and the expansion ultimately delivered in each country is essential to assessing the announcement accurately.

The ten-year timeframe also matters: the company is planning long-term network development rather than announcing a single, short burst of openings. For the Hungarian market, the news is therefore primarily about a new framework for development and an intention to grow.

New programme follows contraction in Slovakia

The report explains the background to the agreement through the decline of Subway’s Slovak network. The brand previously operated around 20 restaurants in Slovakia, but only five remain. According to Emerging Bites, these are located in Bratislava, Trnava, Nitra and Košice.

Rather than withdrawing, the brand is responding by appointing a new development partner and preparing further openings. The company aims to revitalise a network that has contracted significantly in recent years. The Slovak situation is therefore more than background to an expansion story: it also suggests that, in some markets, the programme may involve rebuilding the brand’s former presence.

These closure figures and restaurant counts relate to Slovakia, not Hungary. This distinction is particularly important for anyone assessing the Hungarian market, as a shared development agreement does not mean that the networks in all five countries are starting from the same position. Slovakia’s decline alone offers no basis for drawing conclusions about the performance of Hungarian restaurants or changes in the Hungarian network.

The common thread is therefore the new development strategy, rather than each country’s recent history. Emerging Bites intends to build on both the existing network and new openings, while also refreshing the look of the brand’s restaurants.

Plans include digital menus and self-service ordering kiosks

Emerging Bites also intends to modernise restaurant interiors and branding. Planned changes include the introduction of digital menus and self-service ordering kiosks. The development plans are therefore not solely about restaurant numbers, but also about the setting in which customers experience the brand.

Opening new restaurants and modernising existing ones are separate but connected tasks. New openings can extend the network’s geographical reach, while updated interiors and ordering systems change visible aspects of restaurant operations. The announced strategy thus combines expansion with a refreshed appearance.

Prospective franchisees should therefore consider what the modernisation programme involves, as well as the expansion target. When assessing whether to join the network, location, fit-out and technology requirements are distinct considerations. The mention of digital tools signals an intention to invest in improvements, but does not in itself provide a basis for calculating investment costs or expected returns.

New entrepreneurs sought alongside existing partners

The company intends to involve new entrepreneurs in the expansion alongside its current franchise partners. For those interested in franchising in Hungary, this is one of the agreement’s most significant elements: the development programme would not rely solely on operators already in the network.

However, the intention to recruit new partners is not the same as announcing a specific restaurant opening in Hungary. For prospective investors in the Hungarian market, the next key considerations will be which locations are available, what investment terms apply and what will be expected of operators. These questions should be assessed separately from the regional growth target.

Practical takeaway: Subway’s new agreement points to a franchise development opportunity that includes Hungary. Entrepreneurs considering joining the network should, however, base their decisions on specific Hungarian locations, investment requirements and partnership terms, rather than the regional target of 300 restaurants.