As the largest restaurant chain in the world, SUBWAY® is the undisputed leader in the global development of the quick service restaurant industry. With a mixture of fresh ingredients, a whole lot of customer service, and a dash of innovation, the SUBWAY® brand has been dedicated to providing nutritious and delicious sandwich choices to consumers worldwide.
SUBWAY® had the unique requirement of needing to support national messaging efforts while empowering local markets and individual franchisees to select content that best fits their restaurants. That is no simple task when you have over 36,000 locations across 98 countries that are selling sandwiches for breakfast, lunch and dinner all day long to over 30 million customers per week. With a marketing emphasis on having multiple messages across various points of time delivered in a meaningful way at the point-of-purchase, SUBWAY® needed an enterprise platform that could scale to meet the demands of a global network while also streamlining the process for extending content localization functions to thousands of franchise owners without relinquishing centralized control.
SUBWAY® selected NEOCAST® from Real Digital Media to power their digital signage network. NEOCAST® not only scaled easily to meet expansion demands, but was flexible enough to support the development of a fully integrated web application called NEOCAST® Director. This application allows franchises to quickly and easily select SUBWAY® authorized media assets, place into active campaigns, and organize their players into groups to simplify the targeted distribution of content across their stores. Combined, NEOCAST® provided SUBWAY® with both the scale and the flexibility to deliver relevant, targeted messaging to their customers at the store-level.
SUBWAY® has rapidly integrated their digital signage program to nearly 1,000 restaurants as of March 2012. The addition of digital signage has enabled them to better communicate with their diverse customers, while helping to increase the value of the franchisees’ investment in the restaurant and increase their competitiveness in the QSR industry.
