Subway is bringing back its Sub Club loyalty program two decades after discontinuing it. The revamped program allows customers to earn a free footlong after purchasing three footlong sandwiches or six six-inch sandwiches, effectively offering a discount of roughly 25% depending on sandwich choice. Members also receive free birthday cookies and access to exclusive promotions.
The return of Sub Club comes amid heightened consumer price sensitivity and follows several recent updates to Subway’s loyalty offerings. In 2023, the chain replaced its MyWay rewards program with MVP Rewards, a points-based system; MVP members will now automatically transition to Sub Club. Unlike the old card-stamped program, the modern Sub Club is digital, accessible via Subway’s app or website. Dave Skena, Subway’s North American chief marketing officer, said the goal was to reduce the number of visits required to earn meaningful rewards, making this the brand’s richest loyalty system to date. The relaunch is part of a broader brand turnaround under Roark Capital, which acquired Subway in 2023, alongside initiatives like the Sidekicks menu and Fresh Forward 2.0 store design. Other chains, including Cava, Philz Coffee, Krystal, and Culver’s, have also enhanced or launched loyalty programs in response to value-conscious consumers, though some brands like Dunkin’ and Starbucks have recently scaled back rewards.