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Subway buys a tech firm to bolster digital might

The sandwich concept has invested in growing its newly formed digital group by bringing an e-commerce company in-house.
subway restaurant

Subway said it has acquired a technology company to bolster the franchisor's e-commerce and loyalty programs, and to facilitate the brand's development of in-store ordering kiosks.

The acquisition of Avanti Commerce will bring the tech specialist’s 20 employees onto the franchisor's newly formed Subway Digital team. Subway said it will add five more employees at an undisclosed time.

The terms of the acquisition were not revealed. 

“While I cannot disclose exact financial details, Subway is making a significant investment in the future of the brand," a spokesperson said in an email. "The Avanti partnership was of tremendous value to Subway and the absorption of their talents and commerce platform is reflective of how serious the brand is about this digital revolution.”

The former Avanti employees will remain in the tech company’s Vancouver headquarters. Subway said their immediate focus will be the expansion and customization of Subway’s digital platforms.

“This will bring our commerce platform of enhancing engagement and building loyalty to the next level and will allow us to deliver value to the market quickly,” said Carman Wenkoff, the chain’s CIO, said in a statement.

Subway announced the formation of its digital group in June, and said at that time that it would incorporate 50 employees into the operation, with as many as 100 more added in the next few years.

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