Sandwich chain Subway Canada has announced the launch of a new and refreshed loyalty programme, MVP Rewards, from 9 September.
The new programme is being introduced across Puerto Rico, Canada and the US.
MVP Rewards will replace Subway’s previous loyalty programme, MyWay Rewards.
Once the new scheme has been launched, Subway said all its 30 million MyWay members will be enrolled under the MVP Rewards programme.
Customers’ unspent tokens from MyWay will automatically be converted into points.
It will allow consumers to reach a certain status for earning the best perks under MVP Rewards.
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Meanwhile, all new members will get 250 points as their joining bonus.
Subway chief operating and insights officer Mike Kappitt said: “Subway fans are best in QSR and to thank them for their loyalty, we are giving them the star treatment as MVP Rewards members.
“Consumer input helped inform our refreshed loyalty programme 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 favourite subs.”
According to Subway, the loyalty refresh effort aims to simplify the process for customers, making it easy to sign up, earn points and redeem points.
It has three tiers, notably Pro, Captain and All-Star.
The initial Pro tier status is awarded for spending less than $200 per year while the Captain and All-Star tiers statuses are awarded for $200 and $400 annually.
With the improved programme, Subway guests will get more ways to earn more perks as they progress from Pro to Captain to All-Star status.
For instance, customers can earn points for placing orders across all Subway restaurants, as well as through Subway’s mobile application and on its website (Subway.ca).