• by Aaron Baar , February 22, 2018

A loyal customer is a repeat customer. No surprise then, that Subway is launching a new loyalty program across North America next month designed to reward repeat customers with purchase credits and perhaps “a surprise or two,” according to the company. 

The new Subway MyWay Rewards program is designed to be a customized experience for consumers, says the company’s chief digital officer Carissa Ganelli. Customers will be able to enroll in the program through the company’s app and website, and earn tokens with every purchase regardless of how they pay. Members will earn 4 tokens for every dollar spent, with 200 tokens translating into $2 of purchase credit. There will be bonus token opportunities and surprises on birthdays as well. 

“We began developing the MyWay Rewards program two years ago, listening to our customers and using their feedback to design the program,” Ganelli tells Marketing Daily. “But, it is just one part our larger transformation, changing every element of our business — from new menu items to the look of our restaurants to the entire customer experience — so we can best serve the more than seven million people who visit a Subway each day around the world.“

Subway has had a “Rewards” loyalty program in place since 2005. While that program only serves about a third of the company’s North American stores, the new “MyWay” program will be much larger, available in more than 28,000 locations in the U.S. and Canada.

Subway will begin rolling out the MyWay program with current loyalty members, and will be promoting it in the company’s restaurants. The company will also promote the program through a new marketing campaign. 

The loyalty program’s introduction comes on the heels of the chain launching its first campaign from new creative and media agency, The Franchise @ Dentsu Aegis Network. The new “Make It What You Want” campaign stresses the customizable and affordable nature of the QSR chain’s menu.