Subway partners with global food network to innovate 'locally relevant' menus
Gobal QSR chains often face challenges when it comes to developing trendy menus, but Subway hopes to overcome them by partnering with an online food and travel video network — Tastemade. The companies will work together to innovate dishes using data and trend information as well as keeping a hand firmly planted on the foodie culture’s pulse worldwide, according to a company press release.
"Global innovation is key to driving our brand forward, and we are disrupting the way we've traditionally managed the process, which includes bold new strategic partnerships like the one we've crafted with Tastemade," Subway Vice President of Global Brand Management & Innovation Len Van Popering, said in the release. "Through its global network of tastemakers and rich data-driven insights, Tastemade has its finger on the pulse of how people interact with, think about, and are influenced by food. …Through this partnership, those insights will be embedded in Subway's food innovation around the world."
Tastemade brings 2.5 billion monthly video views to the table, along with its studios and channels in seven countries. The network said it has a large and deeply engaged millennial audience of so-called “tastemakers,” who live in dozens of countries that Subway’s 44,000 outlets operate.
"Every day, we use data and insights to create compelling content for our viewers across all digital platforms around the world,” Tastemade Global Head of Programming Oren Katzeff said in the release. “We are thrilled to be able to tap into years of consumer trends and insights in a new way, to help fuel real innovation for Subway.”
Joint activities planned under the partnership include: curated innovation events, food and flavor trend insight and food development. They'll focus — initially — on North American and Latin American consumers.