With its new look, dubbed "Fresh Forward," Subway has gone "high tech." Self-order kiosk, now being rolled out to stores nationwide, makes it easier for customers to order and pay for food, thanks in large measure to the new self-order kiosks.
The kiosks introduce another channel for tech-savvy guests to engage with the brand and needed to feel integrated into the customer journey.
The restaurant's physical space was revamped to enable a seamless guest experience with kiosk ordering, dedicated pick-up and carry-out.
Additional conveniences include a bot for Messenger orders, USB charging ports and complementary Wi-Fi.
Self-service kiosk, which also emphasizes food freshness, was the result of about a year and a half of focus groups, research and customer interviews.
The location of the kiosks is not only convenient, but offers visibility to the ‘make-line,' allowing guests to still feel immersed in the 'Fresh Forward' experience that Subway has elevated within the new design.
The kiosks are separate from the pick-up area in order to prevent congestion. The positioning of the kiosk within the store depends on the amount of square footage available. In some stores, the kiosks are up against a wall, while in those with less room to work, the kiosks are up against windows.
"When it came to integrating the kiosks within the restaurant environment, the priority was to create a prominent view from not only the entry, but clear visibility from the exterior as well," according to industry insider.
Improved customer accessibility
Self-order kiosks provide another option for customers to order their meal, in addition to mobile and messenger options." Customers can also order and pay through the website – order.subway.com – or through the Subway mobile app.
"With the kiosks, our customers will never have to wait in line, and they can expect their order to be exactly what they want, as if they were going through the sandwich line," Haynes said.When paying at the kiosk, the customer can use a credit card, Apple Pay or Android Pay. They cannot use cash.
Improved order customization
In addition to placing orders faster and ensuring order accuracy, the kiosks allow patrons to customize their orders.
The self-order kiosks allow customers to be as creative as they want with their meal and experiment with the food and toppings, helping us to deliver a personalized, convenient and rewarding experience to our all guests.
"What's the pricing for the product at that restaurant location?" Street offered as an example of the functionality required of the kiosk. In addition, he noted, "It has to communicate with their payment providers."
"The kiosk allows you not only to get your sandwich, but also to ensure that those ingredients are available at that restaurant location," Street said. "It also has to validate that the payment is valid and has to send the order down to that local restaurant."
The kiosk and the new mobile app both integrate with the same software system, he said, although his company was not significantly involved in developing the mobile app.