Growing popularity of mobile order and pay apps drives new business and leads to store changes. At least that what Subway is finding, as the following article reports how the sandwich chain is responding.Subway is refreshing its store design with new digital self-order kiosks that will feature Apple Pay (and Samsung Pay) as well a faster experience for delivery and pre-ordering via its mobile app and Facebook Messenger bot.
The redesigned store will feature a separate food prep area and a designated pre-order pick-up location specifically for kiosk and mobile orders:
Subway comments: “Digital: Self-order kiosks in select locations, digital menu boards and, as always, Apple and Samsung Pay options. Guests enjoy a speedy Subway® experience with a separate food preparation area and a designated pre-order pick-up location for kiosk, mobile app, delivery, catering and bot for Messenger orders.”
Subway says other focuses for the store redesign will be a “fresh veggie display,” complimentary Wi-Fi and comfortable seating with USB charging ports.
The new ”Fresh Forward” store design is currently being tested in twelve locations in the U.S., Canada and the U.K., including: Tamarac, FL; Orlando, FL (2); Winter Park, FL; Chula Vista, CA; Knoxville, TN; Palmview, TX; Hillsboro, OR; Vancouver, WA; Beauport, QC; Granby, QC; and Manchester, U.K.
The new and improved mobile ordering and Apple Pay experiences will be available through the existing Subway iPhone app for customers visiting the already refreshed locations.Many Quick Service Restaurant (QSR) chains are discovering that mobile order and pay represents a new sales channel for them. But along with the benefits brings new investment requirements for separate food processing and pickup areas as well as revamped store layouts. Payment methods are being added, and some shops like Subway are installing in-store ordering kiosks for improved customer traffic management as well. For franchisees, this is no small investment and owner operators are hoping that the returns will quickly outpace the costs. Watch for discounts and incentive offers as these new systems are being rolled out.
Overview by Raymond Pucci,
Associate Director, Research Services at Mercator Advisory Group
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