Dear Jared,
I know you don’t run Subway, but you might as well. It was your inspiring weight loss of 245lbs that helped Subway become one of the fastest growing franchises in the world. Since Subway began advertising your story, their sales have more than doubled to 9 billion. You have done so much, but there is one more thing you can help me with. Please take my Android money.
Your ad campaign was laughed at by company executives, but a small group of regional stores still decided to run with it. Now I will share my ideas that might also make some giggle, but maybe they will inspire someone. With a continued focus on healthy living and innovation, Subway can once again double their sales. Utilizing new technology like the Google Android platform is key to engaging your current customers and attracting new ones at the same time. I see someone attempted a mobi site, but its pretty useless.
The first and most obvious idea involves online ordering from the mobile platform. You already support online orders in select stores, but you are missing a user friendly interface. With a phone like the T-Mobile G1, you could easily locate nearby stores, build your sandwich with the touch screen, send the payment online, and get driving directions to the store. If I could easily place my order and pay online, I would be more likely eat Subway.
Before the weight loss
Ordering food is just part of your new mobile strategy. I see Subway has a love of calories since you print them on every napkin. By tracking orders online, you can also track your calorie intake from Subway. But why stop there? Subway mobile could provide the calories information for all fast food places and other foods then allow you to keep a food journal. There are several applications like this in the Android Market, such as Calorie Counter. When users begin counting calories, they will further be encouraged to visit your restaurant vs the likes of McDonalds. Testing has also shown you can lose double the weight by keeping a food diary.
Now that users are ordering online and keeping food journals, the next logical step is to create your own social network. The site will be health and fitness related and allow Subway users to network with each other as they try to eat healthy and lose weight. Again, when people network like minded people they are more likely to reach their fitness goals with the increased support group.
Finally, once you gain control over your customers phones, Subway can send all their advertising campaigns directly to the customer. Your annual Scrabble game, would be a perfect fit for the mobile platform. Any other new promotion or coupon codes could be pushed out directly to our pockets. Allow us to opt in for location based specials that different franchises offer.
I could keep going, but I think you get my point. Subway is one of the largest franchises in the world, but there is still so much room for growth. The United States is one of the fattest nations in the world. My state Texas has 3 of the top 10 fattest cities. The majority need to lose weight and eating more Subway can only help. With your power and brand, things like a food diary and fitness community could change the lives of millions of Americans.
No fast service restaurant has delivered a compelling mobile experience. Will you be the one?
Cheers,
Bobby P.
["Please Take My Android Money" is a new weekly series focused on persuading select, big industry leaders to innovate in the mobile space and take advantage of the powerful Google Android platform.]
