SAY CHEESE! SUBWAY KICKS OFF ITS 5TH CELEBREADTION WITH A SMOKY NEW SANDWICH

Images courtesy of Subway Indonesia (MAP)

Meet the Beef and Chicken Takes on Subway’s Overload Smoky Cheese

Five years in Indonesia calls for a celebration, and Subway is marking the occasion with something deliciously cheesy. As part of its fifth-anniversary CeleBREADtion, the sandwich chain introduces Overload Smoky Cheese, a limited-time menu featuring smoky-flavoured cheese, savoury meat, fresh vegetables, and its signature toasted bread. It is a fitting way to celebrate the customers who have been part of the brand’s journey since its return to Indonesia in 2021.

The new menu comes in two variations. The beef version combines roast beef, minced beef, sliced cheese, and smoky cheese sauce, while the chicken option features chicken strips, minced chicken, sliced cheese, and the same savoury sauce. Both bring together rich, smoky flavours and fresh ingredients, with customers able to choose between a 30-centimetre Footlong, a 15-centimetre 6-inch sandwich, or salad, or wrap.

For Anthony Mc Evoy, President Director of PT MAP Boga Adiperkasa Tbk., the official licensee of Subway in Indonesia, the fifth anniversary represents an important milestone. Beyond the celebration itself, it reflects the brand’s continued commitment to providing a fresh, convenient, and high-quality dining experience.

That commitment starts with the ingredients. Subway bakes its bread fresh in-store every day, sources vegetables from areas around Bogor and Bandung, and uses meat processed locally in Indonesia. Together, these elements contribute to the feel-good culinary experience the brand aims to deliver with every visit.

Personalisation is equally central to the experience. Subway’s Sandwich Artists prepare each order according to individual preferences, allowing customers to choose their bread, fillings, vegetables, and sauces. As Anthony highlighted during the anniversary celebration, every customer has their own preferences, and the team plays an important role in bringing those choices to life.

The introduction of Overload Smoky Cheese builds on this approach, responding to customers looking for a richer, more indulgent flavour. The combination of smoky cheese sauce, sliced cheese, and savoury meat adds a creamy dimension to Subway’s familiar sandwich offering, while the choice of beef or chicken gives customers another way to make the menu their own.

Beyond the new menu, Subway’s fifth-anniversary festivities feature a series of special offers and Feel Good promotions. These include a 50% discount on a second sandwich, discounts of up to 105% subject to terms and conditions, exclusive deals through food delivery apps, and social media activations throughout the celebration period.

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The milestone also reflects Subway Indonesia’s steady expansion. Managed by PT Sari Sandwich Indonesia, the brand has grown from its first outlet in Jakarta in 2021 to more than 110 locations across Jabodetabek, Bandung, Surabaya, Malang, Bali, Medan, and Batam. Its presence now spans shopping malls, office districts, and public transport hubs, alongside online delivery services that offer customers another convenient way to enjoy the menu.

Anthony also acknowledged the teams behind this growth, particularly the research and development team responsible for creating new menu offerings and the Sandwich Artists who prepare each order. With new outlets opening regularly, Subway plans to continue expanding while staying true to its focus on freshly baked bread, fresh ingredients, and sandwiches made to suit individual tastes.

“This 5th CeleBREADtion serves as a tribute to all our customers who have made Subway a part of their lifestyle. Five years ago, we committed to bringing fresh, customisable food options to customers in Indonesia. Today, with over 110 outlets and the introduction of our Overload Smoky Cheese innovation, that commitment has grown even stronger. Thank you for being a part of Subway Indonesia’s five-year journey,” Anthony said.

Available for a limited time at all Subway outlets in Indonesia, Overload Smoky Cheese can be enjoyed for dine-in, takeaway, or through online food delivery platforms. With two savoury variations and a series of anniversary offers to explore, Subway is giving its fifth birthday a little more flavour—and plenty of reasons to say cheese.