SUBWAY and Modiv Media Launch My SUBWAY Mobile in 107 New York Franchise Locations

Program Boosts Traffic and Sales Through Mobile Promotions

BOSTON–(BUSINESS WIRE)–More than 100 SUBWAY® restaurants in Buffalo are now offering preferred customers cell phone-based, real-time alerts and coupons via the new My SUBWAY Mobile program. A partnership by the SUBWAY® Franchisee Advertising Fund Trust and Modiv Media, a leader in retail interactive media delivery solutions, My SUBWAY Mobile helps Buffalo-area SUBWAY® stores to drive traffic and offer customers periodic coupons and last minute specials via cell phones for a better understanding of customer preferences and buying behaviors.

“We are deploying My SUBWAY Mobile to increase customer loyalty through personalized, real-time communications,” said Michael Lewkowicz, chairman of Buffalo SFAFT and president of QSR Brands. “Modiv Media’s solution gives us an advantage against the competition by utilizing new innovations to rise above the noise created by traditional advertising and marketing. It lets us meet the needs of the SUBWAY customer while giving each store a way to optimize their marketing and increase the return of every dollar invested in promotions.”

The mobile promotion enables franchisees to deliver targeted and relevant alerts, coupons and promotions to customers, helping to increase store sales and traffic while building strong one-to-one relationships and customer loyalty.

In August 2006, SUBWAY® launched My SUBWAY Mobile in 12 Buffalo locations. Some locations saw an impressive 50 percent coupon redemption rate on the initial run, which is a significant increase over the typical 2 percent to 3 percent response rates from traditional paper based coupons and marketing channels.

The success in Buffalo is encouraging SUBWAY® franchises in other areas to implement the mobile promotion. Recently, more than 300 SUBWAY® stores in the Seattle-Tacoma area began offering My SUBWAY Mobile to their customers.

“SUBWAY is among the first of the national QSR chains to deliver on the vision of integrating the mobile channel into marketing programs for truly relevant and personalized marketing,” said Robert Wesley, president and CEO, Modiv Media. “Expanding our program with a premier brand like SUBWAY further validates what mobile promotions and communications can do with our Modiv Mobile™ service.”

My SUBWAY Mobile is available today and free to all consumers. Customers in the Buffalo area can sign up at any one of the participating 107 SUBWAY locations or by texting the code “sub030” from their cell phone to 35562. Every customer who enrolls will receive a free 6-inch sub with the purchase of a 32 ounce drink.

Customers can receive more information and also sign up online by visiting www.MySUBWAYMobile.com.

About SUBWAY® Restaurants

With more than 27,000 locations in 86 countries, the SUBWAY® Restaurant chain is the world’s largest submarine sandwich franchise. In 2002, the SUBWAY® chain surpassed McDonald’s in the number of restaurants open in the United States and Canada. Headquartered in Milford, Conn., the SUBWAY® Restaurant chain was co-founded by Fred DeLuca and Dr. Peter Buck in 1965. The SUBWAY® chain was ranked the number one franchise opportunity in Entrepreneur magazine’s Annual Franchise 500 ranking for 2007. This marks the 15th time in 20 years that SUBWAY® Restaurants has received this distinction. For more information on SUBWAY®www.subwayfreshbuzz.com. Restaurants, please visit

About Modiv Media

For brand marketers and retailers looking to influence consumers’ shopping habits and buying decisions, Modiv Media orchestrates relevant retail messages and improved shopping experiences at exactly the right moment in exactly the right place. Modiv Media’s multi-touch platform delivers consumer-convenient media through in-store self-service solutions and on-the-go shoppers’ mobile phones. Unlike other retail media companies, Modiv Media removes the complexity out of providing the right offers and ads, delivery timing and self-service solutions when consumers are at their “moment of decision” with what, where and when to buy.

With Modiv Media’s multi-touch platform, consumers benefit by saving time and money with self-service options and instant product information, specials and rewards, while retailers can boost operational efficiencies, loyalty and sales. Retail leaders such as Stop & Shop, Giant Eagle, Ukrop’s and Subway rely on Modiv Media for measurable ROI gains.

Modiv Media has received several accolades: 1st place at the Wireless Emerging Technologies Award at CTIA WIRELESS 2006; Gold Star Award in Mobile Marketing/CRM Category at MobileVillage’s 2006 Mobile Star Awards; GEM Award for Best Systems and Programs; Innovation Award from the Global Mobile Marketing Association; and the 2005 Global Retail Technology Award for Best In-Store Innovation.

Modiv Media Inc. is privately held and based in the Boston area. To learn more, please visit www.modivmedia.com.