Subway的銷售額已經(jīng)三年低迷，這是公司歷史上最糟糕的一個(gè)原因，就是他們的餐廳技術(shù)水平不高。
為了解決這個(gè)銷售下滑的問題，Subway在其商店推出了自助觸摸屏信息亭，并推出了類似于2014年中期Panera Bread推出的移動(dòng)應(yīng)用程序。它還計(jì)劃安裝數(shù)字標(biāo)牌，并在某些地方提供免費(fèi)的Wi-Fi。
Subway的首席信息和數(shù)字官員Carman Wenkoff告訴彭博社，“這真是一個(gè)愿景和戰(zhàn)略，我們想如何發(fā)展。” “客戶要求更完整的體驗(yàn)。”
Subway的困境也不完全是客戶端的。該公司面臨來自其他快餐行業(yè)的激烈競爭，幾乎普遍轉(zhuǎn)向更健康的食物選擇（肉類怪物，即卡爾的小牛背肋骨，盡管如此），這是Subway過去主導(dǎo)的市場利基。更重要的是，許多快餐連鎖店同樣為客戶提供技術(shù)服務(wù)，包括許多相同的東西，Subway是：免費(fèi)的Wi-Fi，數(shù)字標(biāo)牌，手機(jī)應(yīng)用程序 - 麥當(dāng)勞現(xiàn)在甚至?xí)䦟⒛挠唵谓唤o您的門。
無論是什么原因，Subway在去年的美國銷量下降了1.7％，是連續(xù)第三年下滑。因此，公司已經(jīng)宣布將關(guān)閉數(shù)百個(gè)地點(diǎn)。而據(jù)IBISWorld研究公司表示，2017年看起來更是一樣。
Subway hopes touchscreens will bust up its sales slump.
It couldn't be that their bread used to contain the same chemicals as yoga mats. It certainly isn't the fact that their high-profile spokesman of 15 years is now serving 15 more in federal prison on charges of sex with minors and child pornography. No, no, no. Obviously the reason that Subway's sales have been in a three-year slump, one of the worst in company history, is that their restaurants aren't sufficiently high tech.
To solve this perceived issue, Subway is introducing self-service touchscreen kiosks in its stores and rolling out a mobile app similar to what Panera Bread debuted in mid-2014. It also plans to install digital menu boards and offer free wi-fi at some locations.
"It's really a vision and strategy in how we want to evolve," Carman Wenkoff, Subway's chief information and digital officer, told Bloomberg. "Customers are demanding a more complete experience."
Subway's woes aren't entirely customer-side, either. The company is facing stiff competition from the rest of the fast food industry which is nearly universally moving towards healthier food options (the meat monstrosity that is the Carl's Jr Baby Back Rib Burger notwithstanding), a market niche that Subway used to dominate. What's more, many fast food chains are similarly upgrading their technology offerings for customers including many of the same things Subway is: free wi-fi, digital signage, mobile apps -- McDonald's will now even deliver your order to your door.
Whatever the cause, Subway saw a 1.7 percent drop in its US sales last year, the third straight year they've done so. As a result the company has already announced that it will be closing hundreds of locations. And, according to research firm IBISWorld, 2017 looks to be more of the same.
