On Sept. 9, Subway began the rollout of its revamped loyalty program, now renamed MVP Rewards and replacing MyWay Rewards, which had 30 million members across North America.
All MyWay rewards members will be automatically enrolled in the new program, with unspent “tokens” converted to points. A bonus of 250 points will be awarded to new members upon joining the program.
"Consumer input helped inform our refreshed loyalty program,” said Mike Kappitt, chief operating and insights officer at Subway, in a release.
MVP Rewards, available in the U.S., Canada and Puerto Rico, is made up of various tiers, with each tier giving more perks and rewards. Points are earned with in-stores purchases, on Subway.com or on the Subway app.
The new programs include more than food rewards and upgrades. Once members reach the Captain and All-Star tiers they will have access to Subway merchandise and members-only VIP exclusives.
At the Pro introductory tier, for members who spend less than $200 per year, they will receive 10 points per $1 spent on qualifying purchases, 5% bonus points on mobile orders, members-only deals, bonus point days and earning challenges, and birthday and anniversary rewards.
Once members reach the Captain tier by spending over $200 in one year, in addition to all the Pro benefits they will also receive better birthday and anniversary rewards, 10% more points per $1 spent on qualifying purchases, exclusive bonus point days and access to the members-only Subway Swag Shop.
At the top All-Star tier, reached after spending $400 at Subway annually, members receive all the Pro and Captain perks and also improved birthday and anniversary rewards, 20% more points per $1 spent on qualifying purchases, Free Chip Fridays (with purchase), more bonus points days and access to yet-to-be-announced members-only VIP exclusives.
Customers can join the new MVP Rewards by entering their phone number at the register upon checkout in-store or through the Subway app or website.