MILFORD, Conn. -- Subway announced the introduction of Subway Digital, a platform created to strengthen guest engagement, earlier this summer. Now the sandwich giant is illustrating its commitment to advance this new digital strategy with the acquisition of a digital technology team and assets from Avanti Commerce, a Vancouver-based e-commerce solutions provider.
In a company release this week, Subway announced that a 20-person team from Avanti will be joining Subway Digital to expand and tailor the new e-commerce and omnichannel programs.
"This reinforces our commitment to attracting top technology and digital marketing talent," said Carman Wenkoff, Subway’s chief information officer and chief digital officer. "This will bring our commerce platform of enhancing engagement and building loyalty to the next level and will allow us to deliver value to the market quickly."
The initial June announcement on Subway Digital outlined plans to develop stronger customer loyalty programs, revamp the Subway app and introduce more up-to-date ways to interact with guests. Also on Subway’s plate: working with Avanti’s Innovation Team to implement new in-restaurant kiosk platforms. The goal in extending Subway Digital’s capabilities to include kiosks is to allow the chain to synergize online ordering with the digital experience when customers are in the store.
"Being the only provider that has deployed online ordering at such a large scale, in multiple countries, has put us in a great position to pursue our mission of providing convenience, while bridging the in-store and online experience for brands and customers alike—a real omnichannel approach," said Jason Strashek, Avanti's founder and CEO.
Additionally, this increased focus on digital functionalities across domestic and international markets is fueling Subway to bulk up its teams; the chain will add at least 50 jobs this year and up to 150 through the next several years, with an eye on building up the Avanti team in Vancouver.
Milford, Conn.-based Subway operates more than 44,000 franchised locations in 112 countries.
Avanti Commerce specializes in order, payment and customer-engagement platform for restaurant chains of all sizes.
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