Subway rolls out mobile ordering initiative

Subway recently became the first global franchise organization to consolidate its mobile marketing efforts onto a single platform.

The company famous for its $5 foot-long subs recently selected a global provider of mobile marketing and advertising technology to launch a mobile campaign that allows customers to order food on-the-go.

"We see enormous potential in our mobile campaigns and look forward to delivering a more robust experience," said Joost Zimmerman, Subway's director of digital marketing. "Our goal is to utilize mobile marketing as a highly personal and direct way to reach our customers and give them access to Subway at any time, wherever they are."

Subway will launch a mobile program that lets consumers order meals from their smartphones to be picked up at a local location. In addition, a mobile app and enhanced mobile website will allow users to view menu and nutrition information, as well as store locations. More than U.S. 24,000 stores will adopt the technology throughout the summer, with global expansion expected later in the year.

Marketing Magazine reports that in the United Kingdom, Subway is utilizing technology from O2, the nation's leading mobile phone and broadband provider. Its You Are Here geo-location service automatically sends coupons to consumers when they are within the vicinity of a store.