Liquid Barcodes


Subway MyWay Rewards – All You Need to Know

Paula Thomas, Chief Content Officer, Liquid Barcodes


When the world’s largest restaurant chain launches a new loyalty programme in over 28,500 stores, we’re intensely keen to understand their approach, and the thinking behind it, and see how consumers and key stakeholders respond. Subway’s “MyWay” Rewards programme was launched in March 2018 against a backdrop of declining revenues with US sales falling 4% in 2017, so a new digital strategy supported by a compelling loyalty programme was a key opportunity alongside menu and operational improvements that could really boost the restaurant chain’s fortunes.

As a 100% franchise-owned business, a key success factor was its appeal to store owners as well as consumers, so six months after it launched, we are reviewing the programme and the response it’s had to date.

SubWay Myway rewards

Structure and Strategy

  1. Subway My Way rewards consumers’ dollar spending rather than purchase or product transactions that had been used in its previous programme. This follows one of the biggest loyalty industry trends in recent years, seen across many industries including airlines, as well as others such as Starbucks.
  2. Instead of “points” – Subway is using the term “tokens” for its loyalty currency.
  3. Customers earn 4 tokens per dollar spent.
  4. The programme is led by digital but still includes an in-store card option for tracking the customer’s account.
  5. When customers have reached 200 tokens ($50 spent), they are automatically awarded a $2 reward to spend in-store – a 4% reward rate to the customer.
  6. Reward vouchers are valid for 90 days and can be used flexibly against any product in-store.
  7. Customers are given a personal reward on their birthday (once that data is supplied).
  8. Subway has also announced “surprise and delight” rewards – which will be added to the customer’s account “from time to time.”
  9. The new MyWay programme is available in all of its stores – over 28,5000 mainly in the US and Canada. This is much more widely accessible than its previous “SubClub” programme which was discontinued due to stamp card fraud and makes the new programme the largest in the quick service industry.

Subway MyWay Rewards in the App Store

Subway MyWay Rewards in the App Store

Response and Reaction:

Both the increased availability of the programme throughout its store network and its digital accessibility have been welcomed, however, the response to the programme so far has otherwise been mixed.

While the reward after $50 allows the brand to reward its customers more quickly and frequently than others, the “surprise rewards” are intangible, leading influential commentators such as Mashable to describe the programme as “confusing”. Consumer reaction has also been mixed – with criticism in particular for the ninety-day expiry of the $2 dollar reward.

And most importantly, the franchise community claim that the financial benefits of supporting the programme have not been well enough proven in order to justify their individual contributions and investments in it. So what are the lessons and learnings so far for the programme?


Lessons and Learnings:

No matter how good a loyalty strategy is, no programme has enough power to compensate for core business challenges. Subway franchise owners achieve an annual turnover in their stores of $417,000 on average (compared to McDonald’s stores achieving on average of $2.68 million), so the product mix, brand positioning and business strategy have some fundamental underlying challenges that will need to be resolved once a new CEO is appointed.

However, loyalty programmes ARE highly effective when truly customer-focused, so key elements that are not being well received – such as its policy of 90 Reward validity – could easily be improved in response to customer feedback. This would be a relatively inexpensive change – and one that would give the brand the opportunity to improve its PR both internally and externally. Even in my view, the terminology of earning “tokens” could be simplified to “points” – which is more in line with industry and consumer understanding of loyalty programme benefits.

More importantly, the “surprise” treats and rewards could drive engagement in much more effective ways. While surprise rewards are hugely well received by anyone who is chosen to receive one, from a communications perspective, this strategy is one that many loyalty professionals have struggled with. Customers don’t get excited about rewards that “might’ be added to their wallets. Instead, the same reward budget could be offered through a game mechanic that at least gives members the opportunity to play and engage with the brand. While they might not win, the fun factor and opportunity to be involved in the “chance to win” does drive overall connection and further positive communication with members.

The Future is Digital

It’s clear that customers’ tastes are changing – not only in food preferences but also in their need for speed and simplicity.  The brand is evolving its core product menu to offer “made-without-gluten” options in certain restaurants, and operationally they have also implemented exciting digital solutions that are critical to winning customers.

In-store options such as touch-screen kiosks make ordering easier on site, while the Subway app includes the ability to pre-order for express pick-up, as well as the opportunity to pre-load a card to the app for faster payment. Even more innovative, Subway has launched new technology channels such as its Facebook Messenger Bot which makes it simple to order sandwiches right from the social media platform – appealing to the massive installed base of over one billion people using Messenger. At this very early stage in its use as a marketing platform, messenger bots are experiencing powerful results – with open rates of 98% being quoted. It will be fascinating to watch how brands like Subway choose to market outbound to their subscribers, as well as accept inbound orders.

With this direct focus on digital alongside other key business improvements, we are watching with interest in the hope that Subway enjoys much more of the incredible success it achieved in the past to achieve its market-leading global footprint and hopefully remain a market leader for many years to come.

Subway Order Bot in Facebook Messenger

Subway Order Bot in Facebook Messenger

About Us:

Liquid Barcodes is a leading global loyalty technology company specialising in the convenience store and food service industries. Our proprietary cloud-based technology platform allows retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers’ activities in real time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience stores and food service retailers globally.

Retailers use our self-service dashboard to create and manage loyalty-driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas: MBA. Certified Loyalty Marketing Professional (CLMP).

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant.

With over twenty-five years of marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 


Blog post

Car Wash Subscriptions Clean Up With Guaranteed Retailer Revenue

Car wash subscription programs offer customers a frictionless and contactless solution, ensuring recurring revenue for retailers. 

Blog post

Lessons in Loyalty: Analyze Your Loyalty Program

To maximize ROI for your loyalty program, continuously analyze KPIs, set targets, and track engagement.

Blog post

Lessons in Loyalty: Rewarding Subscription Programs

Subscription programs ensure recurring revenue, guaranteeing customers visit frequently for pre-paid products. 

Blog post

Lessons in Loyalty: Rewarding With Points

Rewarding with points provides customers with timely purchase tracking to motivate loyalty and increase spending.   In the ongoing exploration of loyalty programs, this article focuses on the next step in the Customer Connection Cycle: Rewarding with points. There are a few ways to reward loyalty and to track customer purchases. One of them is […]

Blog post

Cheers to Beers: Old Irish Pub Rewards for Frequent Customers

European restaurant chain Old Irish Pub rewards customers with digital stamps for buying drinks, offers games and more! 

Blog post

Lessons in Loyalty: Rewarding With Stamps

Keep customers engaged and happy with loyalty program stamp rewards. 

Blog post

Lessons in Loyalty: In-Store Excellence

Executing a personalized loyalty strategy ensures each store visit is efficient and includes moments of gratification.

Blog post

Lessons in Loyalty: Powerful Promotion

Promote a rewarding loyalty program that prioritizes personalized value to ensure members feel valued, and appreciated.

Blog post

Lessons in Loyalty: Engage Members

An important component to having a successful loyalty program is to develop a powerful plan to engage with your members.

Blog post

Lessons in Loyalty: Recruit Loyalty Program Members

The first step in a successful loyalty program is to recruit a robust, loyal membership base with an effective recruitment strategy. In the ongoing exploration of loyalty programs, this article focuses on the pivotal first step in the Customer Connection Cycle: recruiting members. Establishing a robust and loyal membership base is paramount, and this article outlines […]

Blog post

Lessons in Loyalty: Customer Connection Cycle

The Liquid Barcodes Customer Connection Cycle Explains Six Key Components to Operating a Successful Loyalty Program

Blog post

Lessons in Loyalty: Easy, Empowering, and Engaging 

Invite higher sales with a loyalty program that is easy, empowering, and engaging.

Blog post

Lessons in Loyalty: Clear, Compelling and Consistant Programming

Engage customers with a compelling loyalty program that is clear, compelling, and consistent.

Blog post

Increasing Customer Engagement With Loyalty Programs

From basic discounts, points, and perks, to more advanced strategies like subscriptions and mobile payments, loyalty programs allow retailers to compete in today’s fast-paced retail landscape.

Blog post

Beverage Subscriptions Improve Foodservice Sales

Implementing a beverage subscription program will boost customer spending on foodservice items.  Consumers visit convenience stores to do three main things: get gas, use the restroom and buy a drink. As prepared food becomes the norm in convenience stores, give your customers an offer they can’t resist with a beverage subscription program.

Blog post

An Introduction to Subscription Programs

Subscription programs ensure recurring revenue by recruiting customers and enhancing the overall foodservice offer Subscription is a big buzzword referring to any recurring or prepaid program that is delivered or available on a regular basis. 

Blog post

Maxol Wins Customers and Awards With Loyalty App

Irish retailer Maxol celebrates a year of success with their award-winning loyalty app. Maxol’s loyalty app has been rewarded for excellence with the prestigious “2023 Loyalty Launch of the Year ” award at this year’s Irish Loyalty & CX Awards.

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Situs Judi Togel Slot Online Terpercaya Indonesia

slot pulsa

situs judi slot online

togel slot casino online

istana slot online


Situs Judi Slot Deposit Pulsa

judi slot gacor terpercaya

istana slot

istana slot situs slot


judi slot online gacor

judi slot online gacor

slot deposit pulsa

istanaimpian slot online

agen togel casino

judi live casino

agen togel casino


uno prediksi

prediksi togel istanaimpian

slot online gacor 2023

raja situs judi slot

slot online terbaik 2023

Daftar Slot Online Gacor 2023

Situs Judi Slot Demo Pragmatic

slot deposit dana Terbaru 2023


slot dana
istana slot
Situs Togel Toto 4D