Subway has announced the expansion of its master franchisee portfolio with Grupo Vierci, the current master franchisee in Paraguay and Uruguay, to accelerate the brands growth in Spain and Portugal.
This milestone marks Subway’s first intercontinental master franchisee with operations across two regions and reinforces the brand’s commitment to international growth with trusted regional partners.
Under the new agreements, Grupo Vierci will acquire the exclusive rights to operate and develop Subway in the Iberian market, aiming to open around 400 restaurants in Spain and 50 in Portugal over the next ten years, resulting in more than 500 restaurants in the region and significantly expanding the brand’s presence by more than six times.
The expanded relationship builds on the group’s strong performance in South America, where it began its partnership with Subway in Uruguay in 2023 and in Paraguay in 2024. In both markets, the group has consistently maintained high standards of quality and service, laying the foundation for its entry into Europe.
With 20 years of experience in multi-brand management in the quick-service restaurant sector, Grupo Vierci operates more than 300 restaurants in North and South America, and their expertise and operational excellence will help strengthen Subway’s presence in one of Europe’s most competitive food service markets.
Tracy Gehlan, President of Europe, the Middle East and Africa at Subway says: “We are delighted to continue growing alongside Grupo Vierci in Spain and Portugal.
With a proven track record as Subway’s master franchisee in Paraguay and Uruguay, the Grupo Vierci team knows the business and is ideally positioned to drive growth and attract more guests in the region.”
Grupo Vierci will continue to rollout the Fresh Forward 2.0 design and advance the brands digital journey in both new and existing locations, focusing on operational efficiency and the guest experience.
Elías Yanho, Director of the Quick Service Restaurant Division at Grupo Vierci said: “We are extremely proud to strengthen our relationship with Subway and bring our expertise to the European market.
Our success in Paraguay and Uruguay will be the foundation on which we operate, manage and expand the brand in Spain and Portugal, offering consumers on the Iberian Peninsula even more of what they love about Subway.”
As a sign of its commitment to the Iberian market and talent development, Grupo Vierci plans to create over 200 local jobs in Spain and Portugal initially, with continued workforce growth expected over the next decade. In addition, Paraguayan professionals will have the opportunity to join Grupo Vierci’s teams in Spain and Portugal, facilitating knowledge sharing and cross-market collaboration.
In the past four years, Subway has signed more than 25 master franchise agreements globally, resulting in more than 10,000 future restaurant commitments. The company continues to pursue ambitious international expansion and collaborates with strong operators, such as Grupo Vierci, to drive growth and ensure a consistent, high-quality experience for guests in all markets.
Grupo Vierci is a business conglomerate with more than 58 years of sustained growth and 100% Paraguayan capital. It operates various lines of business, including supermarkets, industries, food and beverage distribution, perfumery, electronics, media, real estate, and agriculture.
It currently operates in Paraguay, Brazil, Uruguay, Panama, Bolivia, Chile, Peru, the United States, Spain and Portugal, with its operational centre in Paraguay and a team of more than 18,300 direct employees, of whom more than 5,000 are part of its fast food division.
Despite the demands of running a rapidly expanding company, Choudhary has learned to find balance, something he didn’t always have. These days, he’s an early riser, front-loading his weekdays with office work before spending afternoons on-site visits and store builds.
Evenings are reserved for football and gym sessions, and weekends are kept for family. “Sunday lunch at my mum’s house—that’s the recharge,” he says with a smile.
Among his proudest milestones is winning an international franchise of the year award earlier in his career, besting competitors across 30 markets, but he’s just as proud of The Sushi Co’s present trajectory. He said: “It’s been incredible to watch it grow. And we’re only getting started.”
When asked what advice he’d give his younger self, Choudhary was quick to reply: “Learn to walk before you run. There are no shortcuts. Move with care, build the right team, and think everything through.”
For prospective franchisees eyeing entry into the booming sushi space, The Sushi Co is currently welcoming applications.
Choudhary says: “We’re looking for experienced QSR and business professionals ready to invest in a proven, fast-growing concept. This is one of the fastest-growing sectors in the casual dining market, and we’re here to lead it.”
As The Sushi Co expands across the UK, Choudhary is showing that scale doesn’t have to mean compromise. With handcrafted sushi at its core and a franchise model built on training, quality, and support, he’s not just growing a brand, he’s setting a new standard for what fast-casual dining can deliver.
