SUBWAY® Multi-Channel Ordering and Marketing Solution
The Brief:
SUBWAY® to provide customers with a multi-channel order service, encompassing mobile
and web channels. The key goals are to improve customer access to products and to
elevate customer satisfaction levels.
Insight:
Audience: SUBWAY customers who are time poor.
Technology: Altaine Q JMP mobile and Server solution provides a integrated and comprehensive
solution for all popular mobile phones devices, iPhone, iPod Touch and web. Q JMP
also manages and distributes orders to individual restaurants and provides multiple
back-up safety services to ensure orders are delivered on time.
The Big Idea:
Extend the restaurant out into customers' purses and pockets to make it easy to
order. By providing something of value (for customers), provide a clear reason for
customers to invite SUBWAY into a closer and long term relationship.
Benefits:
Audience: Convenience, convenience and convenience. 'Thank you SUBWAY® your service
is fantastic'
Brand: Use innovative technology to build tight and long term relationship with
customers. SUBWAY® tastes great and makes it easy for me to order!
Impact:
Original deployment in 2006, the world’s first integrated web and mobile solution.
Increased sales (still growing month on month).
Increased throughput within restaurants without the need for additional overhead.
Increased customer satisfaction ratings.
Increased order frequency for customers who use the service.
Higher average ticket value for customers that used the service.
What Customers Say:
- P Evans-McLeod from Telecom wrote, “What a brilliant
service! I’m in a call centre with approximately 350 people, and we only have 30
minutes for lunches, and the queues get long. This will help tremendously. Everybody
is saying how cool this is!”
- “I think it’s the best idea ever… it certainly
saved me so much time it was impressive. 12 people in line yesterday and I walked
straight up to the counter and picked up and paid for my sub – this is fantastic”
MR, Christchurch.
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