Right Here, Right Now: Subway Introduces Online & Mobile Ordering
As we’ve discussed before, when customers order food on the Internet, they visit more often and spend more money. This has incentivized businesses such as Subway to introduce an online and mobile ordering system where customers can order sandwiches for pickup in their local store. They have accompanied this new service with a sizable online marketing effort and offering special offers to mobile customers. While most of our readers don’t maintain the type of infrastructure for this scale of service, you’ll find principles that apply to smaller, independent restaurants.
“In an attempt to break into the world of online and text message ordering, Subway has partnered with Go Mobo to implement its Subway Now pilot, which began earlier this month in Manhattan. According to GoMobo’s Web site, Internet orders are on average of 15–20 percent larger than phone orders.”
Currently, this service is only available in New York City at www.subwaynow.com, but given its early success, it will likely expand to other areas.
