Making lunch a faster easier experience
Nexus Innovation Gold
SUBWAY New Zealand
Ben Goodale, Elizabeth Kazelbash, Monique Ferguson
Joanne Reynolds, Danielle Carey, Jo Gelb
In 2010, SUBWAY® was able to relaunch its technology-based ordering platform (SUBWAY Express) that enabled online ordering via the Internet; text ordering using a brochure as ‘how-to’ guide; mobile orders via java app; interactive iPhone application including GPS location to nearest store; and SUBCARD points checking.
But the big story is the way in which they have been able to differentiate themselves from their competition through this technology leadership and innovation. Not only has SUBWAY® provided a range of ways to order before visiting the store, they have also increased the number of electronic orders by a significant factor, generating increased revenue and increased customer count at peak times, while reducing queues and increasing customer satisfaction.
SUBWAY Express orders grew 25% year-on-year with 70% coming via the web and 20% through the iPhone app.