The Fast Foodist: No more extra pickles? Subways new menu doesnt allow for customization on these 12 sandwiches

Have we reached peak customization?

That was my thought when I learned today that Subway is rolling out a new menu of sandwiches that cant be customized. Thats right, this is coming from the same chain famous for letting you pile on all the veggies you want or letting you put Buffalo sauce and guacamole on your tuna sub if thats your thing. To be clear, Subway is still letting you go the customization route, but you can now also opt for a streamlined slate of 12 sandwiches, cleverly dubbed the Subway Series. The offerings are identified by both a number and name, as in #3 (or The Monster, a cheesesteak sub) or #6 (The Boss, a meatball sub).

The sandwiches are clearly in the crowd-pleasing mold and not unlike what many Subway regulars would, well, regularly order. The Connecticut-based chain, which has 37,000 restaurants, all franchisee-owned and operated, spread across 100-plus countries, said the offerings are expertly crafted and designed to bring out the best of Subway.

Subways move is also described by the chain as its biggest menu shake-up in six decades. And it could be a game-changer for the industry as a whole, coming after years and years of fast-food chains embracing customization. Think of Chipotle CMG, +4.34% and its assembly-line approach to burrito making where you can pick and choose what type of beans you want (or request no beans at all). Or think of Starbucks SBUX, +0.16%, where ordering a simple cup of coffee has become almost a spectacle worthy of a daytime drama (ever heard of The Edward drink?).