MILFORD, Conn. — The launch of the new Subway Digital division kicks off a multi-faceted, multi-year guest experience revolution for the quick-service chain.
Created in collaboration with Chicago-based 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,” says Suzanne Greco, Subway restaurants president and CEO. “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,” says Brad Humphries, Accenture’s retail lead for North America. “Consumer expectations continue to shift rapidly and brands need to respond in kind.”
The Subway Digital team is evaluating all aspects of technology, from consumer-facing loyalty programs and the Subway app, to back-end design and identifying new initiatives to personalize engagement with guests. New initiatives will be announced as they are developed, as early as 2017.