It's the end of an era: First Subway ditched its mascot-turned-monster Jared Fogle, and now the world's biggest restaurant chain has axed its five-dollar foot-long sandwiches.
The company took to Twitter with its subtle attempt at announcing the price hike news. Interestingly, they dubbed their new $6 foot-long offering "Sub-mageddon," which may or may not be the feeling of dread that washes over people when they realize their go-to weekday lunch just got 20 percent more expensive.
BREAKING NEWS: Starting February 4th ALL of your favorite classic footlongs are $6. pic.twitter.com/OoaDYPII1u— SUBWAY® (@SUBWAY) February 2, 2016
Unsurprisingly, the announcement was met with curiosity (and some disdain) from fans, but the company defended its decision by citing rising supply costs:
@ArsonByLarson We launched the $5 footlong in 2007. Since then our costs have gone up greatly, but we try to balance that with promotions.— Subway Customer Care (@SubwayListens) February 2, 2016
In brighter news, at least we'll no longer be tortured with that damn jingle. The $5 foot-long has been a recurring promotion for the sandwich chain since 2007, and is typically offered for the entire month of February. But its bargain price didn't win everyone over: In 2013 Subway was hit with a class-action lawsuit from angry customers who were served sandwiches measuring only 11 inches; as a result, the company pledged to measure all its subs to ensure their proper foot-long status.
As Subway jacks up the price on their most famous sandwich offering, other fast food chains are fighting for budget-conscious diners' business by launching new value meal deals — meaning nutritional concerns aside, you can now get six orders of McDonald's mozzarella sticks for the price of one Subway sandwich, or a five-item combo at Burger King for 50 percent less.
Deconstructed: An Italian Hero