For almost 10 years Subway’s brand has been synonymous with the $5 footlong, but sadly those days are over.
The fast food chain has been offering its classic deal since 2007, according to Business Insider. It announced on Tuesday that it will continue to offer a similar deal, but for a dollar extra—even though $6 footlong isn’t nearly as catchy.
BREAKING NEWS: Starting February 4th ALL of your favorite classic footlongs are $6. pic.twitter.com/OoaDYPII1u
— Subway® (@SUBWAY) February 2, 2016
Though this news may be upsetting, it’s understandable. Even just nine years later, $5 isn’t what it used to be. With a cumulative rate of inflation of 14.3% between 2007 and 2015, what cost you $5 back then is now actually worth $5.72.
Additionally, Subway has recently seen slowing sales and a huge PR scandal since Jared Fogle was sentenced to 15 years in prison. Fogle had been the chain’s active spokesperson between 2000 and 2008, and even after that consumers maintained a strong association between the two. When allegations against Fogle were aired out this past summer, Subway did its best to distance itself from him, and has recently begun a new ad campaign that it’s calling “Founders.”
Subway could not immediately be reached for comment.