MILFORD, Conn. -- Quick-service restaurant chain Subway is launching Subway Digital, a new division that will develop a comprehensive omni-channel strategy and support team to enhance engagement and build loyalty.
Subway Digital “kicks off a multifaceted, multiyear guest experience revolution” for the QSR chain.
“We’ve worked to provide guests with a fresh and innovative experience for 50 years,” said Suzanne Greco, Subway Restaurants president and CEO. “We were the first to bake bread fresh daily, and the first to offer guests the opportunity to customize their sandwiches. With the creation of Subway Digital, we are committed to making the guest experience as meaningful, convenient and contemporary as possible, across all channels.”
Brad Humphries, retail lead for North America at Accenture, which collaborated with Subway on the launch, said, “Consumers expect their experience to be personalized, and the new standard is set by companies innovating with digital technologies. Consumer expectations continue to shift rapidly and brands need to respond in kind.”
Subway Digital has an “ambitious innovation agenda that will change the way their customers experience the ‘Live Fresh’ brand promise,” he said.
The Subway Digital team is evaluating all aspects of technology, from consumer-facing loyalty programs and the Subway app to back-end design, identifying new initiatives to personalize engagement with guests. It will announce new initiatives as they are developed, as early as 2017.
“There’s no end in sight when it comes to guest engagement,” said Carman Wenkoff, Subway Restaurants chief information officer and chief digital officer. “We are looking at everything, and our work will be constantly evolving over the next several years. We’ll be searching for top digital marketing and technology talent to join our growing team at headquarters as we plan for 2017 and beyond.”
Milford, Conn.-based Subway operates more than 44,000 franchised locations in 112 countries.
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