It is a sub place. It is faster than, say Subway, because you don't get to pick your toppings as you walk along the sneeze guard. The bread is different than most chains, which differentiates them from the others.
If you are looking for an eggwashed(?) bread, this is your place. The meats/cheeses/toppings don't stand out. The speediness does. Napkins and straws are harder to get than you'd think if you are eating inside.
The bread looks nice, and has its uniqueness to stand on - but I don't see this place as a Subway-killer.