Subway Iberia, the American fast-food chain specializing in sandwiches, salads, and wraps prepared on the spot and fully customizable, has reached an agreement with Grupo Vierci as the exclusive master franchisee for the Iberian Peninsula in order to accelerate its growth through the launch of more than 450 locations in the next 10 years, according to a company statement.
This agreement, which makes the brand the first in its 60-year history to have an intercontinental master franchisee, foresees these new openings within a decade, which will imply multiplying Subway's current presence in Spain and Portugal by six.
The restaurant firm, which has been operating in the Iberian Peninsula since the 1990s, currently has a network of over 70 restaurants between Spain and Portugal.
The growth plan will also entail the creation of more than 200 direct jobs in an initial phase, with a projection of close to 600 positions within a three-year horizon, depending on the progress of the opening schedule.
Thus, the alliance with Grupo Vierci represents a structural shift in Subway's operating model in Iberia. Until now, the chain had expanded through a fragmented network of individual franchisees, whereas with this new phase, it will have a single, professionalized structure capable of making direct investment.
"Leading Subway Iberia in this new phase, hand in hand with Grupo Vierci as an intercontinental master franchisee, is a unique opportunity to transform the customer experience. We have committed to multiplying our presence in Spain and Portugal by six in the next decade, reaffirming Subway's commitment to freshness and customization in each of our sandwiches," stated the general manager of Subway Iberia, Ramón López Ponte.
Grupo Vierci is a business group with 59 years of history, entirely Paraguayan capital, presence in 10 countries, and over 24,000 employees, which has extensive experience in the multi-brand management of fast food, with more than 20 years of activity and a portfolio of 400 restaurants operated in South America, Central America, and the United States.
The company joined the Subway system in 2023 with the master franchise for Uruguay and in 2024 with that of Paraguay. The addition of Spain and Portugal in 2025 made it the chain's first master franchisee with operations on two continents. Furthermore, since March of this year, it has also managed the brand as master franchisee in Panama.
A 10-year expansion plan
Subway Iberia's operational plan will be rolled out gradually over the next decade. Around 90% of new openings will be company-owned restaurants, financed directly by Grupo Vierci, which will allow for the consolidation of the new management model with its own investment capacity.
The company aims to open approximately 40 additional stores each year, combining this organic growth with the selective entry of new franchisees under an updated value proposition. In this regard, the first openings have already materialized in Madrid, with four locations opened in recent weeks on Alcalá street, in Atocha, in Glorieta de Cuatro Caminos, and in the Oasiz shopping center in Torrejón.
The immediate "roadmap" includes the inauguration of ten new establishments in the next quarter, and expansion has continued to advance during the month of June in Barcelona, Toledo, and Guadalajara. All new restaurants are being adapted to the "Fresh Forward 2.0" design.
In this new phase, the digital transformation of the network also becomes relevant, with the integration of "delivery" platforms (Glovo, Uber Eats, and Just Eat). At a later stage, the company plans to incorporate self-service kiosks, a digital ordering app, and digital loyalty programs, with the aim of offering a more agile experience both in-store and off-site and strengthening the connection with new consumer profiles.