Overview
Company: Subway
Industry: Fast Food
Founded: 1965
Locations: 44,000+ worldwide
Challenge
Subway, a global leader in customizable sandwiches and salads, embarked on its most extensive redesign in 20 years to modernize its brand and enhance customer experience. The primary challenges were to:
- Update the Outdated Store Design: Revamp the store layout and décor to align with contemporary expectations.
- Integrate New Technology: Implement self-service kiosks and digital solutions to streamline the ordering process.
- Appeal to Younger Consumers: Attract a younger demographic with updated store aesthetics and advanced technology.
Solution
1. Store Redesign and Décor:
- Subway introduced a fresh visual identity, including a vibrant “S” Choice Mark and new décor elements such as LED lighting and eco-friendly materials.
- The redesign included updated seating, floor coverings, and wall art, all aimed at brightening the space and reinforcing Subway’s commitment to sustainability.
2. Digital Engagement and Kiosk Integration:
- Technology Deployment: Subway installed self-service kiosks in select locations, utilizing Microsoft Surface Pro 4 tablets housed in Armodilo's custom tablet enclosures.
- Custom Features: Armodilo developed a custom bracket to accommodate the OTI 6500 Trio card reader and integrated an audio jack for ADA compliance, enhancing the accessibility and functionality of the kiosks.
3. Franchisee Collaboration:
- Design Variations: Subway developed multiple design packages to suit different store formats, including stand-alone kiosks and drive-thru concepts. Franchisee feedback was integral in refining these designs and driving the rollout.
Results
1. Enhanced Customer Experience:
- Customer Experience: Subway's new kiosks have been well-received, allowing customers to customize their orders and complete transactions quickly and easily. Reports from Bloomberg and 16:9 highlight the positive reception of these digital enhancements.
- Positive Feedback: Customers responded favorably to the new store environment and the convenience of self-service kiosks. The fresh vegetable display case also garnered significant appreciation.
- Increased Engagement: The updated store design and digital features have successfully attracted and engaged a younger audience.
2. Improved Operational Efficiency:
- Streamlined Operations: The introduction of kiosks and additional make stations has increased store capacity and expedited order processing.
- Technology Adoption: Digital menus and self-service options have enhanced operational efficiency and accommodated diverse customer preferences.
3. Strengthened Brand Position:
- Reinforced Freshness: Subway’s new design and technology integration have reinforced its commitment to freshness and quality, while also modernizing its brand appeal.
- Franchisee Enthusiasm: The collaboration with franchisees has been highly successful, leading to widespread interest and adoption of the new store designs.
Conclusion
Subway’s digital transformation, featuring the integration of Armodilo’s kiosk solutions, represents a significant advancement in the company’s approach to modernizing its brand and enhancing customer engagement. By addressing key challenges and leveraging innovative technology, Subway has effectively refreshed its store environment and streamlined operations, positioning itself for continued success in the competitive fast-food industry.
