Subway has made the controversial decision to remove a popular perk from its loyalty program, the Sub Club, which allowed members to earn a free footlong sandwich after purchasing three. This change, effective April 1, replaces the free sandwich offer with a $2 reward for every 400 points customers gather. The announcement has caused considerable discontent among Subway fans, who have taken to social media to express their displeasure over the perceived reduction in value of the loyalty program.

The Sub Club relaunched just two months prior to this decision, aiming to engage customers and boost loyalty. According to Subway, the changes were intended to 'reignite conversation around value.' Despite this intention, the backlash suggests that many customers feel disillusioned and are voicing their frustrations with comments like 'Loyalty works both ways.' This indicates a growing sentiment of dissatisfaction, highlighting that the company may have misread customer expectations regarding loyalty rewards.

Subway's response to the backlash included a statement about exploring additional rewards and engagement opportunities in the future. However, as the news of the cut spreads, it raises questions about the company’s strategy to maintain customer loyalty in an increasingly competitive fast-food market. The removal of such a favored perk not only risks alienating current customers but could also affect Subway's ability to attract new ones, as loyalty programs are often key decision factors in where consumers choose to dine.