Subway has launched a click-and-collect service for customers in the US as part of its mobile marketing strategy.  

This will allow people to order meals through their mobile phones and pick them up at the nearest branch. 

It is set to launch in more than 24,000 US stores this summer, and will come to the UK later in 2011 or early 2012. 

Click and collect is the latest in a series of mobile and location-based marketing initiatives by the fast food chain. 

In 2010, Subway launched a customer loyalty app for iPhones and Java-enabled smartpones. It allows users to collect loyalty points using the Quick Response (QR) code on their handset and track their nearest Subway outlet. 

Global mobile marketing specialist Velti will provide the platform for this transactional mobile marketing programme. 

Speaking to Marketing Week, director of digital marketing at Subway, Joost Zimmerman, said: “Our goal is to utilise mobile marketing as a highly personal and direct way to reach our customers and give them access to Subway at any time, wherever they are.”

Posted by 

Neil Turner