In another example of using pervasive mobile technologies (in this case SMS) to make simple tasks easier for customers, Subway has rolled out a great new program here in New York.
The process starts at the Subway Now website, where customers register and can save their preferences, including credit card info if they want to skip lines entirely when picking up. You set the location closest to you, and also set up your favorite sandwiches. Once all this profile information has been stored, a text of “menu” to Subway’s short code will result in a personalized menu where your stored selections are assigned numbers. Reply with the number that you want to order and you’ll get a confirmation with a pickup time.
This is exactly what we love to see – the melding of utility and brand immersion. We hope to see this program expand and be mimicked by other brands. Of course you can also order online. Subway’s SMS system is powered by New York based GoMobo.
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