Improving Customer Loyalty: A Q&A with Subway on the Launch of the New MVP Rewards Program

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Partners Fred DeLuca and Dr. Peter Buck opened Pete’s Super Submarines in Bridgeport, Connecticut, in 1965 after 17-year-old DeLuca asked the nuclear physicist (Buck) for advice on paying college tuition. With a $1,000 investment from Buck, the two were poised to change the quick service restaurant (QSR) landscape with fresh and affordable made-to-order sandwiches. In 1968, the Subway® name was used for the first time.

By 1974, the two operated 16 shops in Connecticut. Franchising followed, and today, Subway is one of the world’s largest restaurant brands, with locations in more than 100 countries and over 37,000 restaurants.

Mark Johnson, CEO of Loyalty360, spoke with Mike Kappitt, Chief Operating and Insights Officer at Subway, about the new Subway MVP Rewards program, employee engagement and training, and inspiring guests to demonstrate their extreme love for Subway through exciting initiatives.

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1. Improving Customer Loyalty: A Q&A with Subway on the Launch of the New MVP Rewards Program (00:00:00)

2. Tell us about you (00:00:05)

3. MVP Rewards Program (00:02:50)

4. Updating and changing your program (00:03:47)

5. What role has employee engagement played in the transition of programs (00:05:56)

6. How did you decide on the structure of Subway's new rewards program (00:07:32)

7. Key elements or benefits of the program you are most excited for (00:08:36)

8. Subway challenging fans (00:10:08)

9. Program matching (00:12:10)

10. Personalization (00:13:01)

11. Are there any loyalty programs you admire (00:14:50)

12. Quick-fire questions (00:17:36)

13. Outro (00:20:22)