Subway Baking Fresh #Digital Experience

Subway is investing significantly in its digital channel to deliver a better overall consumer experience. Community financial institutions (FIs) should consider how assimilating their marketing and digital teams could help increase the value of their mobile banking and payment apps.

Sandwich giant Subway recently announced the creation of a new division called Subway Digital. This division will pull the company’s ordering, payment and marketing efforts into a single integrated unit.

According to a recent article, Subway Digital will focus on effectively leveraging digital technology to alter and improve the overall consumer experience. The 150 full-time employees tasked with these efforts will combine digital strategy, technology development and loyalty programs to best meet evolving consumer expectations.

One likely initiative the Subway Digital team will tackle is the restaurant chain’s smartphone app. Launched in 2015, the app allows consumers to order and pay for their meals using their mobile devices. Integrated with Android Pay, Apple Pay and PayPal, the app may still have opportunities to expand its offerings.

“We launched digital initiatives in the past but they were driven by the technology angle or from the marketing side and not necessarily from the full customer experience,” Carman Wenkoff, Subway’s global chief information and chief digital officer told “We want to bring everyone together in an incremental way to reinvent the customer experience.”

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