Subway, the US-based fast-food chain, opened its 1,000th store in China on Aug 8, located in the bustling Middle Huaihai Road in downtown Shanghai's Huangpu district.

Subway is targeting over 300 new openings in China this year, pushing its total to above 1,100.

"Now is the best time for Subway's development in China," Subway China CEO Zhu Fuqiang said, adding that Subway's core dining philosophy — fresh, healthy and delicious — aligns with the trend of Chinese consumers placing greater emphasis on fitness and health as incomes continue to rise.

The new Subway store will extend its hours to 11 pm to match the city's metro operations, with potential plans for 24-hour service based on demand. It will also host major product launches for Subway, Zhu said.

"Consumption from inbound tourists and the nighttime economy will bring a new wave of spending during the ongoing Shanghai Summer International Consumption Season," Zhu noted.

The new store on the Middle Huaihai Road also gives the well-established commercial area a push toward a younger, trendier look.

Shen Danna, deputy head of Huangpu district, noted that its strategic location will make it a hub for new consumer trends.

"With its vast population, China is a massive market no fast-food brands can ignore," Zhu added.

Subway entered China in 1995, and had about 500 stores in the country as of June 2023, when its global headquarters signed a new master franchise agreement with the Shanghai Fu-Rui-Shi Corporate Development Co Ltd, shifting to a direct-operation model to accelerate expansion.

Following this strategic move, Subway opened nearly 500 stores in China within the next two years, matching the total number opened in the previous 28 years.

Zhu remarked that the shift provides stronger support in site selection, supply chain, and localization, enabling faster responses to local market demand.

According to the Brand Finance Global 500 2025 report, Subway ranks as the world's fourth most valuable restaurant brand, trailing only McDonald's, Starbucks, and KFC, with 45,000 locations worldwide.

Global fast-food brands have enjoyed nearly four decades of growth in China since KFC opened its first Chinese outlet in Beijing in November 1987.

Despite current challenges in the catering industry, major brands continue to deepen their investment in the country.

KFC plans to open 1,600-1,800 new outlets in China in 2025. McDonald's aims for about 2,200 new outlets globally this year, with roughly 1,000 in China. Domino's also plans to open 300 new outlets in the country during 2025.