Subway restaurants plans to overhaul its loyalty program in the United States, Canada and Puerto Rico on Saturday, replacing the MyWay platform with a new MVP Rewards points-based offering, the company said Thursday.
Subway, with headquarters divided between Milford, Conn., and Miami, plans to move its 30 million MyWay members to the new platform, automatically enrolling them and converting tokens to points when the new program goes into effect Sept. 9, a company spokesperson said. The MyWay loyalty program was launched in February 2018.
New loyalty program members will receive 250 bonus points when they join, the company said. Quick-service restaurant customers can earn points by ordering in Subway restaurants, on Subway.com or via the Subway smartphone app.
“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, Subway’s chief operating and insights officer, in a statement. “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.”
Subway has created three levels in the loyalty program: Pro, Captain and All-Star:
The “Pro” is the introductory tier, spending less than $200 per year and includes:
- 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
The “Captain” level requires a $200 annual spend and includes:
- Birthday and anniversary rewards
- 10% more points per $1 spent on qualifying purchases
- Exclusive bonus point days
- Access to members-only Subway Swag Shop
The “All-Star” level requires a $400 annual spend and includes:
- Birthday and anniversary rewards
- 20% more points per $1 spent on qualifying purchases
- Free Chip Fridays -- with purchase
- More bonus points days
To join Subway’s new MVP Rewards, use the Subway app or enter your phone number at the register when dining in a restaurant starting Sept. 9. For a complete overview of Subway MVP Rewards and Subway’s new loyalty program benefits, visit Subway.com/rewards.
Subway has nearly 37,000 restaurants in more than 100 counties. The privately held company in August announced it had reached an agreement to sell to affiliates of Atlanta-based private-equity firm Roark Capital Group.
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