Subway is low-key panicking about its steadily declining traffic and the accelerating wave of store closures, and is now reaching for any remaining aces up its sleeve. Case in point: The sandwich giant has revived its once-beloved Sub Club loyalty program after axing it in 2005.
The program is as follows: After purchasing any combination of three Footlong Subs or six 6-inch sandwiches, customers will get a free Footlong sub and earn points that can be converted into Subway Cash.
“Loyalty is becoming the new battleground,” Damien Harmon, president of North America for the Miami-based Subway, said in an interview with Restaurant Business. “With the economy tightening, repeat visits matter more than ever for every consumer and every QSR brand. A meaningful loyalty ecosystem drives higher frequency and store profitability.”
Why Subway Is Bringing Sub Club Back
The fast-food chain is framing the comeback of this retro rewards program as a gesture of loyalty and love toward its customers, but anyone not living under a rock can see it for what it is: a desperate attempt to bring back old customers and lure in new ones to save a sinking sandwich empire.
Subway has closed around 8,000 U.S. stores since 2015, and an average location makes under $500,000 a year, which puts it far behind direct competitors.
Is Sub Club a Good Deal?
Well, it depends on who you ask. If you ask the customers, Subway has its own greed and crazy prices to blame for its downfall, and many see this BOGO deal as gimmicky BS.
“Maybe if they made the footlong $5 again, they wouldn’t have to offer it for free,” said one Redditor.
“Lower the price. A sandwich costing more than $10 is diabolical, idc how long it is,” another added.
Let’s do the math. If you’re someone who has never been to a Subway and is lured to the chain solely by this deal, it’s hard to spot any real savings here. Under the revived Sub Club, you have to buy three Footlongs to get one free. While the price of a footlong sub varies by location and sandwich type, it typically ranges from about $9 to $17. So let’s say you go for a $15 sub — you’ll be $45 in by the time you’re eating the “free” one. Will you be coming back to Subway?
However, for the regular Subway goer, the reward program can result in savings. According to Bill Murphy Jr. at Inc., “if you buy three subs at $12 each, or $36 total, you get one free ($12 value), which drives the price-per-sandwich down to $9.” Murphy Jr. notes that compared to other promos in the industry — where you might need to spend $75 to earn a $5 reward — this one is significantly generous.
Way too generous if you ask the Subway franchise operators, who are standing against the revived loyalty program. They’re calling it “financial suicide” and claiming it will bleed them dry.
What Was the Original Sub Club?
Subway’s original Sub Club ran for decades and became one of the most recognizable fast-food loyalty programs of its time. Customers collected physical stamps — one for every 6-inch sandwich — and stuck them onto paper cards until they had enough for a free sub. Eight stamps earned a free Footlong, and the system became a low-tech but highly effective traffic driver. It ended abruptly in 2005 after widespread counterfeiting surfaced.
More Subway Content on Cheapism
- 11 Best Subway Secret Menu Hacks — Hacking together your own creations as you move down the line is what the restaurant is all about.
- Subway Has Closed 1,645 Locations. See Which States Lost the Most — The sandwich chain has taken a serious hit.
- 10 Classic Subway Sandwiches, Ranked — I decided to try 10 sandwiches and uncover my favorites. Here’s how they stacked up.
