Publix is moving its deli line into brisket. The Lakeland-based grocer said it is “entering a new era of flavor” with three new brisket subs and one brisket sandwich, giving its signature pub sub lineup a heavier, smokier turn.
The new items include the Publix Deli Stacked Brisket and Brioche Sandwich, built with a half-pound of smoked brisket drizzled with Sweet & Spicy BBQ sauce on a brioche roll. The Publix Deli Spicy Brisket Sub adds Boar’s Head 3-Pepper Colby Jack cheese, jalapeños, fried onions and the same sauce. The Publix Deli Brisket, Lettuce and Tomato Sub also leans on Sweet & Spicy BBQ sauce, while the Southern Style Brisket Sub pairs smoked brisket with cheddar cheese, dill pickles, fried onions and sauce.
Publix said the brisket items were developed through product testing panels, and that brisket stood out as it searched for the next protein to feature. The rollout comes as the company keeps pushing new limited-time items across its stores. In February, it introduced limited-edition ice cream. Last month, it launched cookies in four flavors: Double Cookies & Cream, Vanilla Celebration, Double Chocolate and Raspberry Cream Cheese.
The menu push lands alongside a strong financial update. Publix reported fourth-quarter sales of $16 billion, up 2.8% from a year earlier, while comparable-store sales rose 0.7%. The company said those same-quarter results would have shown 4.1% growth without the impact of Hurricane Milton, which boosted the prior-year comparison. For the full fiscal year, Publix posted sales of $62.7 billion, up 5%, with comparable-store sales rising 3.5%. Net earnings totaled $4.7 billion, up 2.1% from fiscal 2024.
The timing matters because the new pub sub variations show where Publix wants to keep adding momentum: inside the deli case, where customers already know the brand and where a brisket-heavy menu can be tested quickly. The company has also shown it is willing to use seasonal and limited-edition products to keep that attention, suggesting the brisket launch is part of a broader effort to keep shoppers coming back for something new.
Publix has not said how long the brisket items will stay on shelves, but the pace of recent launches suggests the chain is not waiting long between experiments. For customers, that means the publix pub sub is no longer just a reliable lunch order; it is becoming a rotating showcase for what the grocer thinks will sell next.