Subway Restaurants Forms Digital Group

376959MILFORD, CT — SUBWAY restaurants, the world’s largest fast-food chain with over 44,000 locations, has launched SUBWAY Digital.

This new division for SUBWAY restaurants, kicks off a multi-faceted, multi-year guest experience revolution for the sandwich giant. Created in collaboration with Accenture, a leading global professional services company, SUBWAY Digital will build a comprehensive omni-channel strategy and implementation support team to enhance engagement and build loyalty.

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.

“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, added, “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. 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.”

SUBWAY has seen its sales decline 3.4% in 2015 according to Technomic, the second straight year that sales have fallen at the company.