Subway Launches New Loyalty Program
After a few tough years, Subway has announced a new loyalty program that’s the latest of several big changes rolled out by the fifth largest U.S.-based franchise. Called Subway MyWay Rewards, the new program is intended to be a customized experience in terms of how its customers join, earn and redeem rewards from the sandwich chain.
Subway MyWay Rewards is part of the company’s digital team that’s working to transform the customer experience through an omnichannel approach, with the integration of the app, remote ordering and, in-restaurant kiosks.
“We know time and money are important to our guests,” said Subway Chief Digital Officer Carissa Ganelli. “It’s important to us that we deliver a seamless, convenient experience to help our customers get what they want when they want it - and what they want is our delicious, nutritious, and affordable food.”
With an estimated 28,500 participating restaurants in the U.S. and Canada, Subway MyWay Rewards will be the largest loyalty program for earning and redeeming rewards in the quick service restaurant industry.
Customers enrolled in the program will earn four tokens per dollar spent, and receive a $2 reward when they hit 200 cumulative tokens. The program also includes various bonus token-earning opportunities, as well as some surprise reward the company says will include free cookies, chips and birthday rewards, among others.
As more brands learn from tech leaders like Domino’s and Panera about the benefits of compiling customer data, rewards programs have become an increasingly popular way for brands to improve their marketing efforts and offer customers a more personal relationship with the brand that takes into account their purchasing habits and recorded tastes.
After the dust-up created by its recent $4.99 footlong sandwich promotion, which several franchisees said was a strain on their profit margins, here’s hoping Subway’s upgraded loyalty program is better received by its franchisee network.