"One of the fastest ways for a company to squash all of the goodwill built through a customer loyalty program is to make major changes to it at the expense of the customer. Subway (which already has a somewhat controversial history) is learning that the hard way. The sandwich franchise brought back its popular Sub Club in December 2025 after it had been discontinued 20 years prior."
"According to Restaurant Business, customers will no longer be able to earn free footlong subs through the Sub Club beginning on April 1, 2026. The rewards program will instead be purely a points system in which customers earn a certain number of points per dollar on each purchase, and can convert those points to Subway Cash to save money on future Subway sandwiches."
"The move was made after dissenting franchisees, representing over 5,000 Subway locations, signed a petition claiming the new Sub Club was too generous to customers and they feared losing money. As of February 23, 2026, Subway will also stop giving customers stamps when they purchase discounted sandwiches or subs from its Fresh Value menu. Any free subs earned prior to February 23, 2026, can be redeemed within 12 months from the date of the award."
Subway reinstated the Sub Club in December 2025, offering a free footlong after three footlong purchases or six six-inch subs and awarding points for discounts. Beginning April 1, 2026, the Sub Club will no longer award free footlongs and will operate solely as a points-per-dollar program convertible to Subway Cash. The change followed a petition from dissenting franchisees representing over 5,000 locations who claimed the program was too generous. As of February 23, 2026, Subway will stop issuing stamps for Fresh Value purchases. Free subs earned before February 23 remain redeemable for 12 months; those awarded Feb 23–Mar 31 must be used within 60 days. Customers are voicing complaints on social media, citing ongoing price increases.
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