Subway is hoping to improve its ecommerce presence by acquiring a digital technology team and assets from Vancouver-based Avanti Commerce, which develops online order-taking solutions for restaurants.
A 20-person team from Avanti will remain in Vancouver and assist the Subway Digital Group with the expansion and customization of specialized ecommerce and omni-channel platforms that make it easier for customers to order using mobile apps and websites. Terms of the acquisition have not been disclosed.
“This reinforces our commitment to attracting top technology and digital marketing talent.”
Avanti has been a partner of Subway restaurants since 2011, and according to Carman Wenkoff, Subway restaurants chief information officer and chief digital officer, Avanti’s team adds value to the sandwich chain by enhancing its own commerce platform and providing better services to its market.
“This reinforces our commitment to attracting top technology and digital marketing talent,” said Wenkoff. “This will bring our commerce platform of enhancing engagement and building loyalty to the next level and will allow us to deliver value to the market quickly.”
Avanti’s online commerce platform gives restaurant customers the option to order and pay at the time and location of their choice, which not only helps restaurants mitigate capacity restraints, but also improves customer loyalty.
“Being the only provider that has deployed online ordering at such a large scale, in multiple countries, has put us in a great position to pursue our mission of providing convenience while bridging the in-store and online experience for brands and customers alike,” said Jason Strashek, Avanti’s founder and CEO.
For the first project, the two teams will work together is a restaurant kiosk program, which will allow Subway to explore the capabilities of self-service and drive-thru kiosks at various locations.
The company says this is a step towards enhancing its digital strategy, and plans to to add between 50-150 total positions to its digital division over the next few years.