Across the industry, mobile order checks could be as much as 20 to 30 percent higher than a traditional in-store check, according to Andrew Feinberg, a principal at consulting group Deloitte.
Digital orders have increased by 45 percent since 2014, according to The NPD Group, and now account for nearly 1.7 billion in foodservice visits. While data isn’t available for chatbot usage, it is a small, but growing portion, of that number.
Wenkoff said that the company is relaunching its entire digital platform from the ground up, starting with the Messenger bot.
“Facebook messenger has got over 1.2 billion customers using it now and the target customers overlay perfectly with the demographics of our customers,” Wenkoff said. “It allowed us to dabble more in the innovation space… we just thought it was a perfect marriage between Facebook and Masterpass.”
While Subway’s current mobile order and pay app gets tens of thousands of users each day, its Facebook page has more than 25.4 million likes, giving the brand a chance of converting its followers into customers.
Watch: Facebook Messenger now has 100K bots
Source : CNBC