27 Apr GO TO THE TOP OF THE CLASS – SUBWAY LEADING THE WAY IN DIGITAL
We all know that as consumers we expect our experience to be increasingly personalized.
Subway is setting the new ‘standard’ by innovating with digital technologies. As consumer expectations continue to shift rapidly, the Subway brand is responding in kind. SUBWAY® Digital is an ambitious innovation agenda that will change the way their customers experience the ‘Live Fresh’ brand promise.
The launch of SUBWAY® Digital kicks off a multi-faceted guest experience revolution for the quick-service sandwich giant. Created in collaboration with Accenture, SUBWAY® Digital will build a comprehensive omni-channel strategy and implementation support team to enhance engagement and build loyalty.
Subway started deploying digital signage in 2009 with a simple, single-screen solution. And with 43,945 sandwich shops in 110 countries, has become the world’s most ubiquitous restaurant chain. 2017 is the anticipated launch date and we can’t wait to see what these digital experiences will deliver.
However, it hasn’t all been plain sailing for Subway in the digital signage space – and we’re wondering if they’ll learn from earlier mistakes. In 2013, the company decided to roll out a full digital menu board platform. But… the company did not run a pilot program, but rather, implemented the system as quickly as possible.
Based on that experience, Subway has learned lessons and recommendations for others rolling out digital signage include:
- First and foremost, run a pilot test with the system before deploying it on a wider scale. This allows the deployer to test different tactics and approaches for content. Sound advise.
- During this test phase, while a company is considering the true impact of its digital signage solution, it also should determine whether it has the resources to scale a digital menu solution for a large number of locations.
- Be prepared. Prepare for the future when working with digital menu boards – for example overproduce certain forms of dynamic content that can be saved for later use.
- Future proof your approach. Restaurants and business needs to ensure that their hardware will support future needs and functionalit
y. No one wants to go through an expensive upgrade one year after a massive deployment. - Get in-depth software training before selecting the software that will drive the solution. It’s important to understand exactly how the software works and whether it is a good fit for their digital signage objectives of your project.
- Ensure that your buildings and assets are sufficiently modern to adapt to digital signage. Dairy Queen in USA learned that upgrading some locations with digital menu boards could be a significant challenge due to the age of the building. Some Dairy Queen rooftops date back to 1940, and proved challenging to upgrade with digital signage
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