February 23, 2018

Struggling Subway launches nationwide loyalty program

Photo | Contributed
Photo | Contributed
Milford-based sandwich chain Subway is launching a new rewards program in March in the wake of declining sales.

Milford-based sandwich chain Subway, struggling to compete with an explosion of new fast casual restaurants, said Thursday it is launching a new loyalty rewards program that will let customers earn tokens towards $2 discounts.

Under the program, customers will earn four "Subway tokens" for every dollar they spend. Once they spend $50 (and collect 200 tokens), they'll get a $2 discount toward any menu item.

Customers will also earn surprises like free cookies and chips the more they order, as well as a birthday reward, the company said. Customers can sign up through the Subway app, online or in stores.

"It's important to us that we deliver a seamless, convenient experience to help our customers get what they want when they want it," Chief Digital Officer Carissa Ganelli said in a statement.

Subway is rolling out the program in its 28,500 stores in the U.S. and Canada next month, the latest in a string of changes by the sandwich chain to lure back customers. According to CNN Money, Subway's U.S. sales fell 4.4 percent in 2017.

Last summer, Subway unveiled plans to redesign its stores, add self-order kiosks and freshen up its menu with healthier options.

In January, the company revived its $5 footlong in a limited-time promotion, sparking protests from more than 400 franchisees, who said it would decimate their businesses.

Natalie Missakian can be reached at news@newhavenbiz.com

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