Case Study: Subway achieves dramatic conversion lifts and higher engagement with Mobivity's RCS Business Messaging

Subway Tempts Mobile Customers with RCS Business Messaging

Subway, the global restaurant chain with millions of opted‑in mobile customers, wanted a more personal, on‑brand and interactive way to connect beyond standard SMS. To achieve that, Subway partnered with Mobivity to pilot RCS Business Messaging (Rich Communication Services) across several U.S. markets as an upgrade to their existing weekly mobile offers.

Mobivity implemented RCS campaigns that added branding, product images and interactive buttons and ran A/B tests against plain SMS for two offers. The RCS messages delivered dramatically better engagement—conversion was 140% higher for the two‑sandwich deal and 51% higher for the $20 meal—results Subway described as “blow‑the‑doors‑off,” and they plan to expand RCS with Mobivity.

Subway

Carissa Ganelli

Chief Digital Officer