SBW (restaurant chain)

History

2025: Network Launch

A group of 68 former franchisees of the American chain Subway launched a new restaurant chain in Russia under the SBW brand, maintaining the usual format of sandwich bars and key menu positions for Russian consumers. Under the management of the new network, 181 points are already operating in 38 cities of the country, including, and Moscow. St. Petersburg The Krasnodar creation of an alternative brand became known in September 2025.

According to Vedomosti, the initiative to create SBW is represented by West, which protects the interests of former Russian partners of the international franchise. The management of the new chain plans to exceed the mark of 200 restaurants by the end of 2025 and expand its presence by another 100 establishments by the end of 2026.

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Фото: Freepik

The American Subway network has successfully developed in the Russian market for more than two decades. By 2024, the country had about 550 restaurants in 122 cities, which provided the brand with the third largest number of points among European countries of presence. The popularity of the fast food format with the ability to individually assemble sandwiches attracted a wide audience of consumers.

In June 2024, the international franchisor Subway International B.V. decided to terminate brand support in Russia and began the procedure for terminating contracts with Russian partners. Such actions were the result of the geopolitical situation and international restrictions on doing business in Russia.

The Russian master franchisee reacted to the breakdown of relations by changing the corporate name to Sabjoy Service Company and launching a rebranding of existing restaurants. The new Subjoy network has combined 141 points in more than 47 cities of Russia, continuing to work in the format familiar to consumers.

Some of Subway's major former partners disagreed with the proposed terms of the Subjoy-branded rebranding. These entrepreneurs have teamed up to create an independent SBW network that preserves a recognizable service format and proven sandwich-making recipes.^[1]

Notes