In the hyper-competitive world of fast food, restaurant chains can no longer afford to be offline. As smartphones have become ubiquitous and consumers increasingly expect to be connected 24/7, free customer Wi-Fi has quickly evolved from a nice-to-have perk to an absolute must to stay relevant. This is especially true for a struggling brand like Subway, which has seen its sales and store count decline in recent years amid changing consumer tastes and controversies surrounding its former spokesperson Jared Fogle.
Subway is betting big that better technology, including Wi-Fi, can help turn its fortunes around and reposition the brand for the future. The sandwich chain is currently in the midst of a multi-year push to bring free Wi-Fi to all of its locations globally, along with other tech-focused upgrades like self-order kiosks, USB charging ports, and a revamped mobile app. While Subway has a way to go to catch up with more tech-savvy rivals, the Wi-Fi rollout is a significant step in the right direction. Here‘s a deep dive into Subway‘s Wi-Fi ambitions and what it means for the customer experience.
Subway‘s Wi-Fi Rollout by the Numbers
Subway has over 44,000 restaurants in more than 100 countries, making it the largest fast food chain by location count. The sheer scale of its operations makes implementing any change a massive undertaking. That‘s why Subway‘s Wi-Fi rollout, part of a larger "Fresh Forward" rebranding effort, has been a gradual process.
The company first announced plans to add Wi-Fi to its U.S. locations back in 2016, with the goal of having it in all stores by the end of 2017. Progress has been slower than initially promised, but Subway says the majority of its U.S. restaurants now have Wi-Fi as of 2019. Subway franchisee Akki Patel told QSR Magazine that about 85-90% of U.S. stores would have Wi-Fi by the end of 2019.
Globally, Subway has not disclosed an exact percentage of locations that currently have Wi-Fi. But the company says it is working with its network of franchisees to bring the "Fresh Forward" upgrades, including Wi-Fi, to all stores worldwide in the coming years.
The Business Case for Restaurant Wi-Fi
Subway‘s Wi-Fi push is about much more than just letting customers check their email while eating a $5 footlong. It‘s a key part of a larger strategy to drive sales, build loyalty, and collect valuable customer data in an era of digital disruption.
Numerous studies have shown the business benefits of offering free Wi-Fi for restaurants. For example, a 2014 survey by Devicescape found that:
- 62% of consumers are more likely to choose a business that offers free Wi-Fi
- 50% of consumers spend more money at businesses that provide free Wi-Fi
- 30% of consumers would go to a business that provides free Wi-Fi even if they weren‘t planning to make a purchase
For Subway franchisees, investing in Wi-Fi is a way to boost sales and keep customers coming back in the face of intense competition. "It‘s a reason to stay in the restaurant longer and purchase more food," says Tracy Null, a multi-unit Subway franchisee in St. Louis who has seen a "definite increase" in sales since adding Wi-Fi.
Wi-Fi also provides valuable data on customer behavior and preferences that Subway can use to improve its marketing and operations. By having customers sign in to the Wi-Fi network, Subway can collect information like names, email addresses, and usage patterns (with user consent). This data can then be used to power personalized promotions, menu recommendations, and other targeted digital marketing through Subway‘s mobile app and loyalty program.
The Subway Wi-Fi Experience
So what can customers actually expect when logging onto the Wi-Fi at their local Subway? The experience may vary somewhat by location, but in general, it should be a simple and seamless process.
To connect, customers simply select the "Subway_WiFi" network on their device, open their web browser, and agree to the terms of service. Some stores may require entering an email address or access code provided by an employee. In most cases, there are no time limits or purchase requirements to use the Wi-Fi, although stores reserve the right to restrict access for non-customers if the network gets too congested.
Subway says it uses enterprise-grade hardware from Cisco Meraki to power its Wi-Fi networks, with each restaurant having its own dedicated router and broadband connection. In theory, this should provide enough bandwidth for the typical store during peak hours. However, the actual speeds that customers experience may vary significantly based on factors like the number of connected devices, the store‘s internet service provider, and the age of the networking equipment.
Internet speed tests show that Subway‘s Wi-Fi delivers an average download speed of 4.78 Mbps and upload speed of 3.41 Mbps — sufficient for basic web browsing and social media, but not ideal for data-heavy tasks like video streaming or large file downloads. Subway‘s speeds put it roughly in the middle of the pack among major U.S. restaurant chains that offer free Wi-Fi:
| Restaurant | Avg. Download Speed (Mbps) |
|---|---|
| Starbucks | 51.16 |
| Dunkin‘ | 40.32 |
| Panera Bread | 31.01 |
| McDonald‘s | 4.19 |
| Subway | 4.78 |
| Burger King | 3.80 |
| Taco Bell | 2.86 |
Data from Open Signal and Speedtest.net
While Subway may not be winning any awards for blazing fast Wi-Fi, the company says speed and reliability are a priority as it overhauls its networks. "We‘re making sure the hardware can support the traffic that‘s going to be coming in," says Carman Wenkoff, Subway‘s Chief Information and Digital Officer. "No one wants to use Wi-Fi that‘s slow."
Challenges and Concerns
As much as customers appreciate free Wi-Fi, it does come with some potential downsides for restaurant operators. One common issue is loitering — customers camping out for hours to use the Wi-Fi without making additional purchases. While most Subways don‘t have official time limits, franchisees have the right to ask Wi-Fi squatters to leave if they are preventing paying customers from finding a seat.
Another concern is the cost of providing free Wi-Fi, which includes expenses like hardware, installation, internet service, maintenance, and support. For franchisees already struggling with thin profit margins, these costs can add up quickly. Subway‘s corporate office provides guidance and preferred vendor relationships to help keep costs down, but ultimately it is up to each individual franchisee to decide if and how they implement Wi-Fi in their restaurants.
There are also security risks to consider whenever offering a public Wi-Fi network. Hackers can exploit unsecured networks to intercept sensitive customer data or spread malware. To mitigate these risks, Subway says it follows cybersecurity best practices like data encryption, network segmentation, and content filtering. It also posts terms of service and acceptable use policies to prohibit customers from using its Wi-Fi for illegal or malicious purposes.
The Competitive Landscape
Subway is certainly not alone in using free Wi-Fi to attract customers. Nearly every major U.S. fast food chain now offers some form of complimentary internet access, with Starbucks and Panera Bread seen as the gold standard in terms of speed and reliability.
In fact, Starbucks has credited its early adoption of free Wi-Fi way back in 2010 as a key driver behind its dominant position in the "third place" between home and work. The coffee giant now has over 30,000 hotspots globally and has made Wi-Fi an integral part of the Starbucks experience, powering everything from its mobile app to in-store content partnerships.
More recently, McDonald‘s has made a big push around restaurant technology under its "Experience of the Future" initiative. The burger chain now offers free Wi-Fi at nearly all of its 14,000 U.S. locations, along with digital menu boards, self-order kiosks, and table service. McDonald‘s executives have said these tech upgrades are driving higher customer satisfaction and sales.
For Subway, the challenge will be not just catching up to competitors in terms of Wi-Fi availability, but also integrating it into a cohesive digital strategy. The company has made some progress on this front with its "Subway MyWay" rewards program and mobile app, which allows customers to order ahead, pay with their phone, and access exclusive offers. However, the app has received mixed reviews from users who have complained about bugs, glitches and a clunky interface.
The Bottom Line
So does Subway have Wi-Fi? The answer is a qualified yes — the majority of Subway locations now offer free Wi-Fi to customers, with more stores being added all the time as part of the company‘s "Fresh Forward" rebranding effort. The Wi-Fi experience at Subway is generally adequate for basic internet usage, although not as fast or reliable as some competitors.
Subway‘s Wi-Fi rollout is part of a larger trend of fast food chains using technology to enhance the customer experience and drive sales in the face of changing consumer preferences and digital disruption. By offering free Wi-Fi, Subway aims to position itself as a "third place" destination where customers want to spend more time (and money). Wi-Fi also provides valuable data that Subway can use to power its loyalty program, mobile app, and personalized marketing efforts.
However, Subway still has work to do to fully leverage Wi-Fi and other digital investments to boost its business. The company faces intense competition from more tech-savvy rivals, as well as ongoing challenges with franchisee buy-in and execution. It remains to be seen if better Wi-Fi will be enough to help Subway regain its footing and connect with a new generation of consumers.
For customers, the growing availability of free Wi-Fi at Subway is certainly a welcome development. Just remember to practice good security hygiene when using any public network, and don‘t be afraid to buy an extra cookie or chips if you plan on browsing for a while. After all, there‘s no such thing as a free lunch (or internet).
