Subway looks to “click and collect” to bolster loyalty

Subway is launching its first ’click and collect’ service for mobile users as it looks to nab customers from fast food rival McDonald’s.

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Users will be able to order meals from their nearest Subway outlet via their phone and then collect in store.

The service, initially launched in the US, is available via a Subway mobile app and its website, and will eventually launch in the UK later this year, or early in 2012.

Joost Zimmermann, Subway’s director of digital marketing, says the brand aimed to make itself more accessible to consumers with the launch.

Mobile specialist Velti’s technology will process the orders and direct users to the relevant Subway outlet, which number over 24,000 globally, for collection.

Earlier this month Subway launched a location-based voucher campaign that could be redeemed directly from the users’ phone using O2 Media’s ’You are Here’ technology.

This story first appeared on New Media Age. For more digital stories and analysis’ from NMA click here now

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