Subway Readies Global Mobile Push
Subway customers will soon be able to place orders from their mobile phones, as Subway is about to begin a worldwide mobile commerce and mobile advertising campaign. MT
Subway is preparing a global mobile marketing and m-commerce push, and plans to roll out transactional HTML5-based websites and applications in the U.S. and other territories starting early next year.
The quick-serve sandwich chain has dabbled with mobile marketing activity in the past - including display ads from vendors such as Apple's iAd unit - but this initiative will represent the largest investment the brand has made in the mobile arena to date, Subway director of digital marketing, Joost Zimmerman, suggested. "We want to jump into this space now. The adoption rate of smartphones has been tremendous, and it’s the right time to start really leveraging those devices for the brand," he told ClickZ.
Tapping services from mobile marketing platform provider Velti, Subway plans to launch location-aware mobile websites allowing customers to order and pay for meals to pick up from their closest Subway restaurant. The company hopes to have that system in place across the majority of its 24,000 U.S. locations by early next year, with a wider global rollout in 2012. It has a presence in over 90 markets worldwide, the company said, with a total of over 34,000 restaurants in operation worldwide.