Doubling down on its digital efforts, Subway last week announced the launch of Subway Digital, a new division centered on tech initiatives.
The new group will be responsible for evaluating all of the chain’s technology, ranging from its app to its loyalty program, with the ultimate aim of enhancing guest engagement, the QSR said.
Subway plans to populate the division with 150 full-time staffers within the next two years, according to a Digiday report. Some employees may be pulled from the Accenture consultancy firm, with which the chain partnered to develop the group.
“With the creation of Subway Digital, we are committed to making the guest experience as meaningful, convenient and contemporary as possible, across all channels,” Suzanne Greco, Subway president and CEO, said in a statement.
Though Subway still ranks high in consumer polls, its domestic sales have slipped over the past couple of years—a slide it is likely hoping to mitigate with this planned tech investment.
The chain rolled out its order- and pay-ahead app last summer, ahead of similar offerings from many of its QSR competitors.
The digital team will announce its first initiative as early as 2017, Subway said.
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