Real Digital Media, provider of the enterprise-class NEOCAST® digital signage platform, and Independent Purchasing Cooperative, Inc. (IPC) the independent SUBWAY® franchisee-owned purchasing cooperative, today announced expansion details for the SUBWAY®TV & RADIO digital signage network.
Designed to enhance the SUBWAY® customer experience worldwide, the SUBWAY®TV & RADIO digital signage program aims to better inform customers of their food and drink options, introduce new menu items and enhance the visibility of in-store promotions. The program is an elegantly designed marketing and sales vehicle streamlined to fit within the daily operations of franchisees’ restaurants.
The network has been expanding rapidly since it was launched in 2010. Approximately 1,000 installations have already been deployed in the United States, with over 500 installations in the Los Angeles market area alone with plans underway to soon expand into international markets.
Bob Grewal, SUBWAY® Franchisee and Development Agent for the Los Angeles area, states, “We have experienced rapid integration into our 500 restaurants. We are confident that the addition of digital signage will enable us to better communicate with our diverse customers and drive future growth.” Dennis Clabby, IPC’s Vice President of Purchasing, commenting on the network’s growth, adds, “Subway’s goal is to continually increase the value of the franchisees’ investment in the restaurant and to help them successfully compete in the QSR industry. With digital signage, we are building a viable, cost-effective program to help our franchisees reach their customers with timely product and promotional messages that influence customer behavior at the counter and increase sales. Designed to increase store profitability, the strong positive response of the franchisees and the rapid growth of this program is very encouraging.”
The SUBWAY® TV & RADIO programming is a mix of video featuring SUBWAY® products and promotions, and streaming music delivered via the internet. Franchisees are currently deploying SUBWAY®TV & RADIO in the “queue” where customers place their orders. The digital signage program includes high-quality hardware such as Nexcom fan-less media players and Samsung 40” commercial-grade high definition displays. Brian Wheeler, Director of Franchisee Services at IPC noted that: “Partnering with these quality vendors ensures that our franchisees install equipment that is highly reliable and designed for a 24-hour restaurant environment.”
Programming content is supplied and managed at a national level, but unique to SUBWAY® TV & RADIO, franchisees can influence what is played by logging on and scheduling changes through a franchisee portal. The network allows for local control of playlists across several time slots, such as breakfast, lunch or dinner.
Tony Pace, SUBWAY® Franchisee Advertising Fund (FAF) Senior VP, and Chief Marketing Officer, states, “Given the size and scope of our business, our marketing emphasis is not on having a singular message during one particular point of time. We’re selling sandwiches all day long to over 30 million customers per week. SUBWAY® TV & RADIO gives us a vehicle to interact with customers in a meaningful way. To streamline the localization process, Real Digital Media was engaged to develop an application to simplify and extend content placement functions to thousands of local users without relinquishing centralized control.”
Fully integrated with the NEOCAST® Media Server management software, this new web-based application is called NEOCAST® Director. It allows network operators to centrally identify media that is accessible to local users, who can then simply select, schedule and place those media into already active playlists in their restaurant locations.
Michael Baron, President of Real Digital Media added, “Subway is a highly engaged partner and pushes us to enhance our product to meet the unique demands of their franchisees. They are totally focused on digital signage as a way to enhance their stellar brand, improve already industry leading customer satisfaction and make franchisees even more profitable. As the SUBWAY®TV & RADIO Network moves to quickly become the largest global digital signage network, we are pleased that we can be an integral part of the Subway family and help them achieve even greater success in the years ahead.”
The SUBWAY®TV & RADIO Network operates on the NEOCAST® digital signage platform from Real Digital Media. Key factors for the selection of NEOCAST® include having an enterprise version that could scale to serve multiple media players in each of the more than 36,000 SUBWAY® locations worldwide; the ability to stream music programming through a media player that also handles the video programming; and the flexibility to quickly develop new features required by the IPC network operators around the globe and the franchisees themselves.
Brian Wheeler, IPC’s Director of Services, states, “Working with Real Digital Media, we quickly established that their software is easy to use, delivers performance as advertised and scales to very large numbers of locations without stress on the system. Equally important, we learned that the Real Digital Media team is incredibly responsive to our needs and is willing to go the extra mile to help us launch and manage a network of this scale. We continue to be impressed by their capabilities and attitude.”
About Real Digital Media
Real Digital Media is the provider of NEOCAST®, an enterprise class digital signage platform for managing the efficient distribution of place-based targeted messages and branded experiences across networked displays. Designed intelligently to scale with the growing demands of the digital-out-of-home (DOOH) industry, NEOCAST® is a standards-based platform that offers certainty to marketing and advertising professionals seeking a viable long-term solution to meet the current and future demands of their digital signage deployments.
NEOCAST® has been used to establish point-of-decision marketing, promotions and corporate communication networks across the retail, healthcare and hospitality sectors.
For more information, please visit http://www.realdigitalmedia.com.
About SUBWAY® Restaurants
The SUBWAY® restaurant chain is the world’s largest submarine sandwich franchise, with more than 36,000 locations in 98 countries. Headquartered in Milford, Connecticut, and with regional offices in Amsterdam, Beirut, Brisbane, Miami, and Singapore, the SUBWAY® chain was co-founded by Fred DeLuca and Dr. Peter Buck in 1965.
Founded in 1992 and publicly traded in Taiwan, NEXCOM is dedicated to enhancing the value of its customers’ businesses through customized solutions and state-of-the-art digital signage technology. NEXCOM, an ISO-9001 certified company and member of Intel® Embedded Alliance, continues to develop digital signage products incorporating the latest technology and works closely with global partners to fulfill customer requirements. A wide range from cost-effective to superior high-performance and feature-rich digital signage solutions are created to address the broad spectrum of specific multi-media applications. The fan-less and compact design also provides great reliability, low maintenance and easy integration behind displays or other areas with limited space.
Source: Real Digital Media