Subway’s persistent downturn in sales to the many woes that have befallen the company over the years. From the news of their bread containing some chemicals to the fact that their highly revered spokesman was convicted [of sexual crimes] and then sentenced to fifteen (15) years behind bars, Subway has [in time past] had its name submerged in murky waters. However, all these could not have been the reason why this fast food restaurant has been experiencing a continuous slump- recording around 1.7% drop- in sales for three (3) consecutive years. As a result [of this slump], the company’s hierachy is on the verge of closing down some of its stores in order to cut operational cost. But looking intently at the whole scenario, one would see that the very reason why things have been the way they are, could probably be due to the fact that the management have failed to upgrade the company’s technology. To this end, the company has finally decided to bring the technology available in their stores up to speed: first off, plans are underway to have a self-service touchscreen kiosks and digital menu boards installed in the stores; free Wi-Fi service will also be made available at certain locations.
Technology has doubtlessly impacted every facet of life and it is only wise and logical to engage the trend for greater gain. In the words of Carman Wenkoff [who serves as Subway’s Chief information and digital officer], the need to revolutionize the company’s technology is informed by the desire to ensure that customers have an intriguing experience within the store.
Nonetheless, Subway should be concerned about how the competition in the fast food industry is becoming more tense by the day. Many of these (fast food) restaurants now offer many value-added services that are technological inclined with some [like McDonald’s] even going as far as providing home deliveries. Giving something extra is now a norm as the world tilts towards digital age with smartphone apps ensuring that service is available at the customer’s fingertip.
So, for Subway to regain topmost in the fast food industry, the management will need to reel out more technological advances that would be effective in wooing more customers to its stores. Installing self-service touchscreen kiosks, is however a good way to start remodeling the business and customer service delivery. A commitment to technological excellence should most certainly help Subway boost its sales in a not-so-distant future- maybe as early as 2018.