Subway | Delivery

Delivery: Understanding the channel and improving the conversion rate.

SUBWAY® is the largest submarine sandwich chain in the world, with more than 37,000 units, being the main option for those seeking fast and nutritious meals.

Brazil is the fourth country in number of restaurants and importance in the world, with more than 1,600 units.


At the beginning of the pandemic, delivery became the company’s main sales platform. Due to the demand, it was necessary to create an exclusive department to serve this channel, which would be responsible for maintaining the company’s sales.

To do so, the Subway team relied on Tuia’s help to understand the platform and improve conversion.


We started the work with an immersion understanding Subway’s context and the particularities of the delivery platform used at the time.

We held meetings with the Marketing team, understanding the reality and needs of Subway, and meetings with the platform team to understand the limitations and technical possibilities.

After this immersion, we made monthly suggestions for experimentation on the menu and created a process for updating the menu with the learnings acquired during the application of the suggestions.


  • Creation of a menu standard that was replicated to the delivery platforms where the brand is present;
  • Creation of work processes and best practices for monthly menu updates, with cost reduction of the delivery teams, resulting in less time for adjustments and clearer communication between the areas;
  • Growth of over 100% of a category and 50% of a second category in 2 months, after total menu update.
The process with Tuia was very important and constructive. Tuia brought their expertise, listened to us, and we built the tests in partnership, meeting all our needs. It is a job that I am very proud of.
Leon Neto
Sr. e-Business, Digital & Media Marketing Manager | Subway

See other cases

We generate innovation and digital transformation for our customers

Experimento: User journey mapping for application improvement

Accelerating the automaker's digital presence, in all of its launches

Digital transformation for one of the largest newspapers in Brazil

Martins Wholesale: Applying research for continuous improvement of digital products

Forest Design System: Decreased prototyping time for new products and increased productivity for the development team

DS Envolve: Spreading the Design System culture

Regional Glossary: More than 3,000 expressions spoken in the four corners of Brazil for greater effectiveness and engagement in media pieces

Our Services

Get to know other services we offer


Want to improve your product or service? Write to us!