Subway recently decided to end its $6.99 value meal deal earlier than anticipated. This has surprised and shocked many lovers of the fast-food chain. Accordingly, they are now wondering why Subway decided to end the value meal.

So, did the value meal not meet sales expectations? Or did it not deliver the profits Subway expected? Here’s everything you need to know about the surprising move.

Here’s why Subway is ending $6.99 value meal

Subway is ending the $6.99 value meal deal because it did not give them the desired results and meet expectations.

The fast-food chain announced the decision to end the value meal in a memo sent to operators on Friday, obtained by Restaurant Business Magazine. “The Meal Deal was designed to help drive a lift in traffic, sales and, ultimately, restaurant-level profitability, and delivered on these objectives during the market test,” the memo read. “While the national Meal Deal promotion is delivering the expected number of daily redemptions, overall the promotion is not driving the anticipated results.”

Subway has also revealed that they are switching to a digital offer in which customers can avail 20% off on any sub on Wednesday until January 5, 2025. However, Subway’s Value meal deal will be available via digital channels until December 26, 2024.

The Value Meal deal was originally launched on November 3, 2024, in celebration of National Sandwich Day. The meal comprised the following items:

• A six-inch sub
• A fountain drink
• A bag of chips or Two regular cookies

Subway has previously faced significant resistance from franchisees when it came to value deals, owing to the lack of cooperation from some outlets. 2015 saw at least 7000 Subway outlets on account of failing sales and low unit volumes.

Subway recently announced that its CEO John Chidsey would be stepping down at the end of the year. He will be replaced by Carrie Walsh as interim CEO while the company looks for Chidsey’s full-time successor. Walsh is currently Subway’s President of Europe, the Middle East, and Africa (EMEA) and its ex-Global Chief Marketing Officer (CMO).