Subway taps into gamification for new loyalty program
The new MVP Rewards initiative will let North American customers access exclusive deals and offers via three different tiers of memberships.
Subway unveiled MVP Rewards, a refreshed loyalty program in the U.S., Canada and Puerto Rico. The new and improved initiative gives guests more ways to earn points, more perks, and more earning power as they ascend from Pro to Captain to All-Star status tiers.
Customers can earn points by ordering their favorite sub at any restaurant, through the brand’s website or its app. Perks at all tiers will have access to birthday and anniversary rewards; special deals, bonus point days and earning challenges.
Users will start from the Pro tier and level up depending on how much they spend, gamifying the experience. The following tiers include Captain ($200 annual spend) and All-Star ($400 annual spend). Members at the Captain and All-Star tiers will soon have access to special merchandise and members-only VIP.
"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," said Mike Kappitt, Chief Operating and Insights Officer at Subway.
MVP Rewards replaces Subway MyWay Rewards, 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.
