Subway
The Secret Menu
To bring customers back to Subway restaurants after the pandemic, we needed something special—something they couldn’t find anywhere else. Enter the Secret Menu. Using Augmented Reality (AR), we created an exclusive in-store experience where customers could scan QR codes to access hidden deals and secret recipes, available only by visiting Subway locations.
Augmented reality to surprise and delight customers.
Challenge & Solution
Bringing Customers Back to Subway with an Exclusive AR Experience
After the pandemic, Subway needed to drive customers back into its restaurants, competing against the convenience of delivery and online ordering. The challenge was clear: how to make an in-store visit feel exciting and worthwhile.
The Secret Menu was the answer—an exclusive, interactive experience powered by Augmented Reality (AR). Customers who scanned QR codes inside Subway locations unlocked hidden deals and secret recipes, available only in-store. This approach made the restaurant visit feel like an event, creating an incentive that delivery couldn’t offer.
To keep engagement high, a new AR game was introduced every month, rewarding repeat visits with fresh surprises and exclusive offers.
Increased foot traffic, stronger customer engagement, and renewed excitement around the Subway experience. By blending technology with creativity, the campaign turned routine visits into interactive, rewarding moments.
Key Aspects of the Project
In-Store Exclusivity Drives Foot Traffic
By offering a unique in-store experience with the Secret Menu accessible only via QR codes, we successfully encouraged customers to return to physical locations, providing an incentive that couldn’t be replicated through online delivery platforms.
Interactive Engagement Boosts Customer Loyalty
The monthly AR games provided a fun, interactive element that kept customers coming back. By making the experience playful and rewarding, we built a sense of anticipation and engagement, which strengthened brand loyalty.