Subway renames, refreshes loyalty program
Subway is replacing its MyWay Rewards program in the U.S., Canada and Puerto Rico.
The 58-year-old sandwich giant, which was recently purchased for a reported $9.6 billion by affiliates of private equity firm Roark Capital, is launching a new version of its loyalty program, called MVP Rewards, in those three regions on Saturday, Sep. 9, 2023. MVP Rewards is designed to gives members more ways to earn, more perks, and more earning power as they ascend its status tiers. Consumers can earn points by ordering in Subway restaurants, on Subway.com or the Subway app.
All 30 million MyWay members across North America will be enrolled in the new program, and their unspent tokens will automatically be converted into points. New members will receive 250 bonus points when they join.
"Subway fans are the best in QSR and to thank them for their loyalty, we're giving them the star treatment as MVP Rewards members," said Mike Kappitt, chief operating and insights officer at Subway. "Consumer input helped inform our refreshed loyalty program to create a best-in-class experience. MVP Rewards gives our guests more of what they love from Subway, with a few hidden surprises baked in, so every guest feels like an MVP and comes back to Subway more often for their favorite subs."
As part of its loyalty refresh, Subway says it made the program easier for customers to sign up, earn and redeem points, and advance through its tiers. Following are highlights of each tier:
Pro – introductory tier, spending less than $200 per year:
- 250 point signing bonus for new members.
- 10 points per $1 spent on qualifying purchases.
- 5% bonus points on mobile orders.
- Members-only deals, bonus point days and earning challenges.
- Birthday and anniversary rewards.
Captain – $200 annual spend
- All Pro tier benefits.
- Higher birthday and anniversary rewards.
- 10% more points per $1 spent on qualifying purchases.
- Exclusive bonus point days.
- Access to exclusive merchandise at members-only Subway Swag Shop.
All-Star – $400 annual spend
- All Captain tier benefits.
- Highest birthday and anniversary rewards.
- 20% more points per $1 spent on qualifying purchases.
- Free Chip Fridays -- with purchase.
- More bonus points days.
- Access to members-only VIP exclusives – coming soon.
To join Subway's new MVP Rewards program, customers can register via the Subway app or enter their phone number at the register when dining in a participating restaurant starting Sep. 9. Points may not be earned on third-party delivery or catering orders, or on purchases of gift cards.
One of the worlds’ largest quick service restaurant brands, Subway is based in Milford, Conn., and has more than 37,000 restaurants (with about 21,000 located in the United States) across more than 100 countries. The restaurants are owned and operated by Subway franchisees.