Steal This Idea: Reward More Spending in Loyalty Program

Subway restaurant adds purchase-level tiers to incentivize customers
Subway logo on smartphone screen
Photograph courtesy of Shutterstock

Aim for more customer spending with a tiered loyalty program that increases rewards as purchases rise.

That’s what’s going on at Miami-based Subway, which even renamed its program to Subway MVP Rewards, reported CSP sister publication Restaurant Business.

The new program has three tiers:

Pro, the introductory level, is for customers who spend less than $200 yearly. Customers get 250 points for signing up and 10 points for every $1 spent, with a 5% bonus for mobile orders. There are member-only deals and more.

Captain, which targets customers spending $200 yearly or more, adds 10% more points per $1 spent and more.

All Star, for those spending $400 yearly or more, receive free chips on Fridays, 20% more points per $1 spent and more.

Subway MyWay Rewards customers are being converted to the new program, which launched earlier this month.

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