Subway® UAE Partners with Excellence Hot Sauce to Deliver a Taste of UAE Nostalgia

Subway® UAE Celebrates Local Culture with New Menu, Exclusive Merchandise, and a Vibrant Cultural Event

For the first time, Subway® UAE has localized its menu, offering a delicious tribute to the UAE's iconic cafeteria culture in partnership with Excellence Hot Sauce. This exciting campaign introduced two limited-edition subs, a side dish, and exclusive merchandise inspired by Dubai’s dynamic street vendor culture, designed by Waggish. Highlighting this cultural celebration, Subway® UAE also hosted a lively event in collaboration with Karak Nights, featuring Emirati and regional musical talent.

Held at MOB in Kempinski Mall of the Emirates on December 7, 2024, the event and menu launch celebrated Excellence Hot Sauce and crispy chips—staples of the UAE’s cafeteria scene known for their signature heat, crunch, and tang. Subway® UAE reimagined these nostalgic flavors with bold creations crafted to resonate with today’s audience.

The limited-edition menu includes:

• Fresh & Furious: Crispy chicken bites paired with Excellence Hot Sauce and crunchy chips.
• Wahed Sub Laham: Tender beef Philly steak, melted cheddar, Excellence Hot Sauce, chips, fresh vegetables, and ranch dressing.
• Fery Good, Fery Nice (Dynamite Chicken): Crispy Dynamite Chicken bites enhanced with Excellence Hot Sauce and chips.

“Our goal was to celebrate UAE cafeteria culture while delivering a modern, innovative twist,” said Mahmoud Mneimne, Marketing Director for Subway® UAE. “We’re proud to offer a menu that feels both nostalgic and refreshingly new, reflecting the vibrant community we serve.”

To mark the launch, the event brought together art, music, and culture. Karak Nights, renowned for celebrating UAE narratives, curated a lineup featuring Emirati artist Alya Al Ali, alongside DJ Noor, DJ Hind Fadel, and DJ Ill Baz. The multisensory experience also unveiled Waggish’s limited-edition merchandise collection, including hoodies and stickers inspired by Dubai’s street culture.

“The beauty of this campaign is its ability to transform deeply rooted cultural traditions into a fresh, contemporary experience,” shared Ibrahim Hasan, Regional Head of McCann Content Studios – MENA.

Aaron Ferns, Co-Founder of Karak Nights, added, “This collaboration with Subway® UAE was a natural extension of our mission to celebrate the narratives that define UAE culture. It created a unique space where heritage, music, and art converged.”

The limited-edition menu is now available at Subway® UAE outlets, allowing guests to savor the flavors of nostalgia and innovation.

About Subway® Restaurants
As one of the world’s largest quick-service restaurant brands, Subway® serves freshly made-to-order sandwiches, wraps, salads, and bowls in nearly 37,000 restaurants across 100+ countries. Owned and operated by dedicated franchisees, Subway® is committed to delivering an exceptional guest experience in local communities.

For more information, visit www.Subway.com.