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| Source: Subway. Subway UAE has teamed up with Excellence Hot Sauce to serve up nostalgic UAE flavours in every bite. |
Subway UAE has localised its menu for the first time ever through a partnership with Excellence Hot Sauce (Daqoos, دقوس).
A celebration of Excellence Hot Sauce and crushed chips, typically Chips Oman, is at the heart of the campaign, termed The old days, served fresh: Daqoos Series. The decades-old signature heat, crunch and tang elevates street food across the region.
The lineup features three creations:
- Fresh & Furious, with crispy chicken bites, Excellence Hot Sauce, and crunchy chips
- Wahed Sub Laham (literally "(give me) one beef sub"), combining tender beef Philly steak, melted cheddar, Excellence Hot Sauce, chips, fresh vegetables, and ranch dressing
- Fery Good, Fery Nice (Dynamite Chicken), a side dish starring crispy Dynamite Chicken bites enhanced with Excellence Hot Sauce and chips.
"The beauty of this campaign lies in its ability to take something deeply rooted in local culture and give it a fresh, contemporary perspective," said Ibrahim Hasan, Regional Head of McCann Content Studios – MENA.
"Subway UAE proves that with the right approach, global brands can tell local stories with authenticity and impact."
Mahmoud Mneimne, Marketing Director for Subway UAE said: "Our goal was to craft an experience that captures the soul of UAE cafeteria culture while offering a fresh and innovative take.
"We're proud to have created something that feels both nostalgic and refreshingly new, reflecting the vibrant community we serve."
The limited-edition menu is available across Subway UAE outlets. It is complemented by a limited-edition merchandise collection designed by Waggish. Inspired by Dubai's street vendor culture, the line includes hoodies and stickers that combine street-style aesthetics with Subway's branding.
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Watch an associated video from Subway UAE's Instagram: https://www.instagram.com/reel/DC6zj0avy6f/
Waggish's Instagram channel is at https://www.instagram.com/waggish.ae/
