Subway launches a confusing loyalty program called MyWay

Subway, the world’s largest fast food chain, is launching a new loyalty program, called Subway MyWay Rewards, that will offer customers surprise treats and tokens that eventually mature into dollars.

The move is a step toward earning more customer love, as well as making the Subway experience more digital — since it comes with a mobile app refresh. 

Subway MyWay Rewards launches in the U.S. and Canada in March and will be available at 28,500 restaurants. With Subway’s scale, it’ll be one of the largest loyalty programs in the world, though MyWay is far from Subway’s first effort in this arena. For example, the chain previously offered free meals with a punch card system called Sub Club. That was discontinued in 2005 in part due to fraud, as Wired reported. The new system tries to avoid that by making it all mobile.  Read more…

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