Digital Menu Boards at Subway

Visual Art is expanding in Europe after a giant deal with Subway

November 1, 2022

A contract covering 23 markets in Europe was at stake when Subway was seeking a new partner for all types of digital communication channels in its restaurants. Swedish Visual Art won the procurement and thus increased the pace of its European expansion.

With a total of around 5,000 restaurants in 23 markets in Europe, Subway is a major customer in the area of digital communication channels. This means a big and fast step forward for Visual Art and a greater presence in the European market.

The procurement for Subway began with a pilot project in the autumn of 2020 in which several suppliers participated. The choice finally fell on Visual Art, which has now also, in a first step, begun rolling out software and taking over the existing hardware.

– It is of course a huge deal for us and above all, it shows that our international offer is starting to take off and take shape for real. Subway is in many ways a perfect match for us with both its size and its digital imprint in the store environments, says Pontus Meijer, CEO of Visual Art.

One of the key components in the deal is Visual Art’s self-developed digital signage software, Signage Player, which makes it possible to use SmartTV platforms in all screens with no need for external media players. With the solution, Visual Art can also handle large parts of installation remotely without sending out technicians to restaurants.

– Subway was looking for a unified solution and reliable digital signage software with advanced functions that work without an external media player. Our digital signage software could give them that solution, and we could also convert their 5,500 digital screens to our solution in two months without a single technician having to visit a restaurant, Pontus Meijer continues.

The markets differ greatly in size, the largest being England, Germany, and France. In the first phase, there have been around 1,300 restaurants that have been upgraded to the new system. The assignment also includes strategic support for the future development of concepts in digital signage, ongoing service, and maintenance as well as content production for all markets from Visual Arts’ own studio. Focus on local service and local content also means that Visual Art, through this deal, accelerates the planned expansion with a local presence in several European countries.

– We have already started operations in several countries and are strong in the Nordic countries, Germany and Spain. Now we will expand to England, France, and the Netherlands in a first step and then enter further European countries to become the largest and best Digital Signage provider in Europe, concludes Pontus Meijer at Visual Art.

Although the collaboration with Subway began recently and is in an early start-up phase, Visual Art was named “Best Supplier of the Year” by Subway at the end of 2021.

For more information:

Pontus Meijer, CEO, Visual Art Group
Tel. +46 70 937 67 00,

Monika Lindquist, Marketing & Communications Director, Visual Art
Tel. +46 72 333 23 83,

About Visual Art Group

Visual Art is a leading digital signage company that delivers end-to-end solutions to clients all over the world.

We always start with why, collecting insights, and designing concepts that create real business value for customers. We take care of the whole value chain from tech solutions, hardware, software, content, and installation to service and support.

By measuring the effect of the solution, we can act as a strategic partner, making sure that the defined KPIs are reached. Whether it is to increase sales, drive customer experience, or sell advertising space to third parties (retail media).

We are doing this by combining our creative expertise, tech innovation, and simple and intuitive digital signage software Signage Player. Visual Art was founded in 1997 and has 130 employees in 7 markets within consulting, tech, concept and design, content production, installation, service, and support to make sure our clients can trust us to deliver a smooth experience.

We are trusted by brands such as McDonald’s, Unibail-Rodamco-Westfield, Lego, Joe & the Juice, NIO, Subway, Audi, Circle K, 7-Eleven, and others.

Revenue: 290 MSEK (2022)

Software licenses: 65 000 licenses in 39 countries