Subway and Tastemade partnered to create new food trends. Credit: Dwight Burdette.

American fast food chain Subway has teamed up with media brand Tastemade to drive global food innovation and enhance the customer experience by leveraging consumer trends and insights.

As part of the deal, both companies will focus on thematic culinary explorations, data-driven menu inspiration, trend intelligence, global insights and marketplace innovation.

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The restaurant chain will leverage Tastemade’s network of hundreds of tastemakers to create more locally relevant menus in a move to offer more contemporary food experience.

“We are thrilled to be able to tap into years of consumer trends and insights in a new way, to help fuel real innovation for Subway.”

Subway global brand management and innovation vice-president Len Van Popering said: “Global innovation is key to driving our brand forward, and we are disrupting the way we’ve traditionally managed the process, which includes bold new strategic partnerships like the one we’ve crafted with Tastemade.

“Through its global network of tastemakers and rich data-driven insights, Tastemade has its finger on the pulse of how people interact with, think about, and are influenced by food and through this partnership, those insights will be embedded in Subway’s food innovation around the world.”

The partnership will also include curated innovation events, food and flavour trend insights and joint food development. Both companies will initially focus on North America and Latin America.

Tastemade’s Tastemakers working in various countries across the globe will be added benefit to Subway’s global footprint of 44,000 restaurants in more than 100 countries.

Tastemade programming global head Oren Katzeff said: “Every day, we use data and insights to create compelling content for our viewers across all digital platforms around the world.

“We are thrilled to be able to tap into years of consumer trends and insights in a new way, to help fuel real innovation for Subway.”