QSR Magazine: Subway’s Loyalty App Splits Consumers

The launch of Subway's loyalty app has been polarizing for customers. According to a recent article in QSR Magazine, the offering has yielded mixed results. New consumers have responded positively to the introduction while existing fan attendance has declined.

“The sharper consideration increase among the general population suggests that the refresh might convince people who have left Subway to give it another try. That could be good news for the brand if it can delight those consumers and turn them into regular customers,” said Ted Marzilli of consumer research firm YouGov BrandIndex.

YouGov says that the declining visits from current fans may be an indication that Subway needs to change things up. The brand has taken notice, as Subway is implementing a store refresh known as Fresh Forward. Subway noted that this update has been fairly successful in driving traffic to locations, but is only the beginning. 

“This is a big ship to turn. But we’re really excited about it. We’re excited about the success of the future,” said CEO Suzanne Greco.

Read the full article here.