Better customer experience now on Subway’s strategy menu


In a big step toward transforming the guest experience, Subway is creating a new internal division, called Digital, and launching a multi-year and multi-faceted strategy to build a comprehensive omnichannel approach.

«We’ve worked to provide guests with a fresh and innovative experience for 50 years,» said Suzanne Greco, Subway president and CEO, in an announcement. «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.»


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The news comes at a time when quick service restaurants are in uber competitive mode, offering up various menu enticements and price reductions. The move also illustrates a growing trend in QSR to focus on the customer experience as well as product and menu strategies.

«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, a consulting group that is working with Subway on the strategy.

The Digital division will evaluate potential technologies, from loyalty programs to back-end design, with the goal of mapping out new personalized engagement efforts.

«There’s no end in sight when it comes to guest engagement,» said Subway CIO and CDO 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.»

Source: Retail Customer Experience


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