Subway Launches Food Ordering on Facebook Messenger

Restaurant Tech Live blog post 1

Subway restaurants has rolled out the latest edition to their mobile order systems in the form of a bot for Facebook messenger, which enables customers to order their sub via the messenger app, from over 6,500 Subway restaurants in the U.S.

Plans to the launch the ground-breaking sandwich ordering bot, founded by Subway Digital, were announced at the F8 Facebook Developer Conference with one of Subway’s digital partners, Agilitee. 

Customers can use the bot by launching the messenger app, visiting Messenger.com or Facebook.com/subway and simply selecting ‘Start Order’. The customer will then be asked for their location so the bot can find the closest Subway restaurant. Following this, the customer is guided through the selection process, choosing everything from their sub bread through to their payment method. Customers can pay via Facebook’s payment system or Mastercard’s digital payment service, Masterpass. Upon placing their order, customers will be able to pick up their food in under 15 minutes.

According to Carman Wenkoff, Subway's Chief Information and Digital Officer, the new initiative stems from the chain’s wider ambition to improve the guest experience, which has been the driving force behind the creation of Subway Digital. Created in 2016, the Subway Digital cohort has since been working to revolutionize the brand’s digital properties through devising and implementing a comprehensive global strategy, centred around further strengthening the brand’s omnichannel approach.