Subway is reimagining how ordering, payments and marketing tie together at its sandwich shops. It’s in the process of launching a new division called Subway Digital, which will pool the expertise of specialists in technology, marketing and operations rather than give full rein to any one of those disciplines.
The company is assembling a digital team of 150 full-time employees over the next two years, with some coming from consulting company Accenture. The sandwich chain will still use agencies to produce content, while the 150-person team will focus on technology development, loyalty programs, digital strategy and consumer behavior.
“We are taking a good look at what ‘loyalty’ means for consumers and how to integrate digital experience into restaurant experience,” said Carman Wenkoff, chief information officer and chief digital officer for Subway.