Subway expands digital strategy with UK gift card launch
The gift cards complement existing digital touch points like kiosks and mobile ordering.
Subway has launched digital and physical gift cards in the UK as a way to enhance the guest experience, attract new customers, and encourage repeat purchases.
This move comes as rising costs continue to challenge the hospitality industry, with business confidence now at its five-year low in the third quarter, according to a recent report by CGA by NIQ
In a quick Q&A email interview, Nicola Hayden, Director of EMEA Digital Experience at Subway, shares what this means for customer acquisition, loyalty and franchisee performance.
QSR Media: Subway has been evolving rapidly on the digital front. How does the new gift card initiative fit into Subway’s broader digital experience strategy?
Nicola Hayden: The launch of gift cards in the UK represents an important step in Subway’s broader digital strategy to deliver a seamless, fully connected guest experience. By introducing gift cards as a complement to our existing digital touchpoints – such as self-serve kiosks, mobile ordering, and Subway Rewards – we’re enhancing convenience and flexibility for guests while reinforcing our commitment to an omnichannel approach.
Gift cards can be powerful engagement tools—how does Subway see them driving both new customer acquisition and deeper loyalty?
Gift cards are an effective engagement tool, and we see them playing a significant role in both acquisition and loyalty.
When it comes to acquisition, they act as a powerful invitation - introducing new guests to the Subway brand. For existing guests, it deepens their engagement and provides greater convenience and flexibility, making it easier than ever to enjoy their favourite Subway meal.
Gift cards also encourage repeat visits, which increases incremental spend and drives franchisee profitability.
How is Subway ensuring the new gift card integrates seamlessly across ordering channels—app, web, in-store—and connects with your existing loyalty and CRM platforms?
Guests can purchase and redeem their gift cards both in-restaurant or through the Subway App & Website.
How is Subway leveraging data from digital experiences—like gift card usage and app interactions—to personalise offers and enhance the customer journey?
We take an omnichannel approach to understanding our guests, leveraging insights from the Subway App, loyalty engagement and now gift cards to deliver more relevant and rewarding experiences.
A clear example of this is within the Subway App - which tailors' meal recommendations based on a guest’s previous purchases and browsing history, making the ordering process more relevant and personal.
Digital innovation is driving major shifts in QSR. What differentiates Subway’s approach to digital experience from other brands competing for the same customer attention?
Our key differentiator is our unwavering focus not only on guests, but our franchisees too. Every digital initiative we launch is designed through a dual lens which explores how guest experience is enhanced, whilst supporting the profitability and operational efficiency of franchisees.
From a business perspective, how are you defining success for the gift card and wider digital initiatives—are there specific metrics or KPIs you’re prioritising?
Success for us is measured in many ways, but franchisee profitability will always remain a top priority. For the gift card programme, we'll be closely tracking metrics that contribute to their success, such as total sales, the lift from incremental guest spending, and new guest acquisition.
We also constantly monitor a range of guest experience metrics across our channels to understand how we can continue to refine and improve the experience to make it easier, faster, and more engaging.
As Director of EMEA Digital Experience, what do you see as the key leadership challenges and opportunities in driving digital transformation across such a large and varied region?
The biggest opportunity is without a doubt the fast-paced, constantly evolving nature of digital technology. New technologies are constantly emerging, which means there are always new and exciting ways for us to improve the guest experience and support our franchisees.
The main challenge lies in the sheer diversity of the EMEA region. One size doesn't fit all. The needs, expectations, and digital maturity of both guests and franchisees can vary significantly from one market to another. The key challenge is striking the right balance between delivering solutions that are consistent in their quality and ambition, yet locally relevant and effective.
