Subway announced it is launching a new loyalty program that will offer its customers tokens that eventually mature into dollars.
Subway MyWay Rewards will officially launch next month in the U.S. and Canada and will be available at 28,500 restaurants. The world’s largest fast food chain is also updating its mobile app to go along with the new program.
“We know time and money are important to our guests,” said Subway’s Chief Digital Officer Carissa Ganelli in a press release. “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.”
Subway previously offered free meals with a punch card system called Sub Club, but that program was discontinued in 2005 after issues with fraud.
“We really designed the program with the consumer in mind. You don't have to read the fine print,” Ganelli told Mashable of MyWay Rewards.
As far as how the program works — for every dollar customers spend at Subway, they earn four tokens. Once a customer reaches 200 tokens, they will receive $2 in Subway credit.
Mashable explained that if Subway customers wanted to earn enough tokens to cover an entire Subway sandwich at $6, that would require 600 tokens. Earning those tokens would mean spending $150.
“The $2 threshold was something that’s going to absolutely enable us to reward our members more frequently,” Ganelli said.
In addition to the tokens, Subway discovered in customer surveys that people also want surprise rewards.
“You won’t know when you’ve earned our reward until you’ve earned it,” Ganelli said. “That’s awesome. I got a present today because who doesn’t like surprises of delicious stuff?”
MyWay Rewards members can track their tokens on Subway’s website, the mobile app, or ask in-person at a Subway location.