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Subway Takes Off Like a BMT Bullet Train with a Facebook Messenger Bot

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Subway sandwich shops have launched a bot for Facebook Messenger enabling customers to order sandwiches and salads nationwide in the U.S.. The bot for Messenger is the latest addition to the brand’s mobile order systems that includes web ordering and app ordering.

A guest ordering with the new Subway® restaurants bot for Facebook Messenger. (PRNewsfoto/SUBWAY Restaurants)

To use the bot: launch the Messenger app, visit Messenger.com or visit Facebook.com/subway and tap ‘Start Order.’ The bot will ask for the user’s location to find the closest Subway restaurant. Then, the user is guided through selecting the sub bread, cheese, vegetables and sauce, as well as drinks, cookies or chips.

Users choose their payment method: Facebook’s payment system or Masterpass, a digital payment service from Mastercard, and the order will be ready for pick up in 15 minutes or less.

The bot for Messenger was deployed in more than 26,500 U.S. Subway restaurants making it one of the largest deployments of a Messenger bot in the restaurant industry.

The Subway Digital team is innovating the brand’s digital properties, enhancing the guest experience with a comprehensive global strategy. Subway Digital, created in 2016, is hiring more than 150 people for jobs supporting the brand’s “omnichannel” approach.

Guests in 112 countries have easy access to a fresh line-up of vegetables for their made-to-order sandwiches and salads at more than 44,600 franchised locations.

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