Subway has reached a new master franchise agreement with the Paraguayan family-owned firm Grupo Vierci to manage and expand its entire footprint in Panama.

The agreement is part of a broader push to solidify Subway’s presence in Central America. 

Under this partnership, the brand intends to increase its restaurant count by more than 30 per cent over the next decade, while focusing on store remodelling and integrating digital tools such as self-service kiosks and mobile ordering.

“Panama is a key market for us in Central America, and this agreement marks an important step forward in our partnership with Grupo Vierci,” said Artemio Garza, president of Subway Latin America and Caribbean. 

“Their disciplined approach to growth aligns closely with our strategy to expand Subway’s presence while modernizing the restaurant experience. Together, we will continue investing in the restaurants, the teams, and the guest experience across Panama.”

“We are honored to add Panama to our growing Subway portfolio and build on the strong foundation already in place,” added Elias Yanho, director of the fast-food division at Grupo Vierci. 

“Our focus will be on growth, continued investment in modernization, strengthening our local team, and driving operational excellence across every restaurant in Panama.”

Last year, Subway appointed new leadership spanning three regions to help accelerate the brand’s growth.