SUBWAY has created a new digital platform to help maximize consumer engagement and loyalty.
SUBWAY has announced the launch of a new division for SUBWAY restaurants: SUBWAY Digital. SUBWAY Digital is helping the company to kick off a multi-faceted, multi-year guest experience revolution.
Created in collaboration with Accenture, SUBWAY Digital will build a comprehensive omni-channel strategy and implementation support team to enhance engagement and build loyalty.
“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.”
“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,” said Brad Humphries, retail lead for North America at Accenture. “Accenture is proud to be teaming with Subway, one of the world’s most authentic brands, to launch SUBWAY Digital with an ambitious innovation agenda that will change the way their customers experience the ‘Live Fresh’ brand promise.”
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. New initiatives will be announced as they are developed, as early as 2017.
“There’s no end in sight when it comes to guest engagement,” said SUBWAY restaurants chief information officer and chief design officer Carman Wenkoff. “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.”