Subways Rebranding to Subjoy: A Shift Following Trademark Challenges in Russia

The sandwich chain Subway announced on Friday that its restaurants in Russia will rebrand as “Subjoy” by the end of 2025, following the loss of trademark rights by franchise owners due to the ongoing conflict in Ukraine.

While numerous prominent Western fast food brands have formally withdrawn from the Russian market since the invasion in 2022, Subway, which established its presence in Russia in 1994, continues to operate through independently owned franchises.

Some locations that were formerly Subway restaurants in Moscow reopened in 2024 under the new name “Subfresh.” Recently, reports indicated that the master franchisee in Russia had applied to register the trademark “Subboy,” anticipating the expiration of Subway brand rights in 2025.

In June 2024, Subway International, the global franchisor, notified its Russian franchisees that it would terminate franchise agreements and cease support for the Subway trademark in Russia, as indicated on Subjoy’s official Russian website.

This announcement was also published on the master franchisee’s website, subjoy.ru.

Subjoy has stated that 140 former Subway locations will transition to the Subjoy brand within the next 30 days, with an additional 100 changing by September 30, and the remaining locations to be rebranded by the end of 2025.

According to state media, Subjoy Service Company manages around one-third of the 400 Subway locations in Russia.

Olga Bludovskaya, the executive director of Subjoy Service Company, emphasized, “We aim for a seamless transition so that both loyal customers and newcomers experience only positive changes.”

Kirill Petrov, head of franchise development, noted that Subjoy is “ready to offer new franchises, support current ones, and attract additional partners.”