Subway loyalty program changes April 1, customers unhappy with lost free sandwich

Subway's popular 'buy 3 get 1 free' footlong deal in its loyalty program is gone starting April 1. This change has made many customers unhappy.
By Newsroom | Food, Business |

Subway's recent adjustments to its "Sub Club" loyalty program have triggered a notable wave of customer dissatisfaction. The sandwich chain is removing a popular perk that allowed members to earn a free footlong sandwich after purchasing three. This change, effective April 1, has led to widespread complaints across social media platforms, with some customers labeling the company "cheapskates." The move comes only months after the program's relaunch, leading to questions about its stability and value to loyal patrons.

Subway scraps its free sandwich perk just months after relaunch, sparks customer revolt: 'Cheapskates' - 1

Program Changes and Customer Reaction

Subway's Sub Club loyalty program, relaunched in December, offered a significant perk: members could earn a free footlong sandwich for every three footlongs purchased. This "stamp program" was a central feature of the revamped system. However, this benefit is now being removed.

Subway scraps its free sandwich perk just months after relaunch, sparks customer revolt: 'Cheapskates' - 2

  • Effective Date: The change to the free sandwich offer took effect on April 1.

  • Communication Method: Subway informed loyalty program members of this change via email.

  • Customer Response: Social media platforms have seen an outpouring of negative comments. Phrases such as "Cheapskates" and expressions of disappointment are common. Customers lament the quick removal of a perk introduced not long ago.

Franchisee Input and Program Evolution

It appears there was internal discussion regarding the Sub Club program before the recent changes.

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Subway scraps its free sandwich perk just months after relaunch, sparks customer revolt: 'Cheapskates' - 3

  • Franchisee Petition: In January, a group of Subway franchisees formally requested that the corporation revise the Sub Club program, with a particular focus on the stamp system.

  • Company Statement: Subway stated that the program's structure was being updated to offer "guest flexibility in earning and redeeming rewards." This update occurred approximately two months after the program's initial relaunch.

Shifting Reward Structure

The discontinuation of the free footlong offer marks a significant shift away from the previous stamp-based reward system.

Subway scraps its free sandwich perk just months after relaunch, sparks customer revolt: 'Cheapskates' - 4

  • Previous System: Customers earned stamps for purchases, with three stamps yielding a free footlong.

  • New System: While details of the new system are still emerging, it appears to be moving towards a points-based model. Subway has indicated that the program is being updated for greater flexibility.

  • Exclusions: An earlier adjustment, noted around February 23, stipulated that customers could not earn stamps on discounted subs, limiting the accumulation of rewards even before the free sandwich perk was removed.

Analysis of Customer Sentiment

The rapid reversal of the free sandwich perk has fueled a perception among some customers that Subway is devaluing its loyalty program.

  • "Stripped-down" System: Critics describe the new program as less generous than the one that preceded it.

  • Perception of Instability: The short lifespan of the free footlong offer raises concerns about the long-term reliability and perceived value of Subway's loyalty initiatives.

  • Brand Image: The negative reaction highlights the potential for loyalty program changes to negatively impact a brand's public image, particularly when a popular benefit is withdrawn shortly after its introduction.

Conclusion and Implications

Subway's decision to remove the free footlong sandwich perk from its Sub Club loyalty program, shortly after its relaunch, has generated significant customer backlash. This move, coupled with earlier restrictions on earning rewards on discounted items, suggests a potential struggle to find a sustainable and appealing loyalty model for the brand. The dissatisfaction expressed by customers indicates a critical need for Subway to address concerns about value and program stability. Future efforts to engage its customer base will likely need to focus on rebuilding trust and demonstrating a consistent commitment to rewarding loyalty.

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Frequently Asked Questions

Q: Why did Subway change its loyalty program on April 1?
Subway changed its Sub Club loyalty program on April 1, removing the popular deal where customers got a free footlong sandwich after buying three. The company said it was to give customers more choice in rewards.
Q: What was the old Subway loyalty program perk that is now gone?
The old perk allowed customers to earn a stamp for each footlong sandwich they bought. After collecting three stamps, they would get a free footlong sandwich.
Q: How did customers react to Subway removing the free sandwich perk?
Many customers reacted very negatively on social media. They called Subway 'cheapskates' and expressed disappointment because the perk was removed only a few months after the program relaunched.
Q: Did Subway franchisees want the loyalty program changed?
Yes, in January, some Subway franchisees asked the company to change the loyalty program. They specifically wanted changes to the stamp system that gave a free sandwich.
Q: What is the new Subway loyalty program system like?
The new system seems to be moving away from stamps to a points-based model. Subway says this will offer more flexibility for customers to earn and use rewards, but the popular free sandwich offer is gone.