More reasons
to come back.
How UniQual introduced an earn-and-redeem rewards system for Subway, connecting everyday purchases with meaningful customer benefits.
A simple customer benefit model built around purchase-based rewards.
Increase in recurring users reported following the initiative.
Positive monthly sales movement reported following introduction.
A stronger reason for every next purchase.
For restaurant brands, the relationship with a customer shouldn't have to end when a purchase is complete. Subway needed a way to provide benefits for customer purchases and enable those customers to unlock rewards over time.
UniQual introduced a points-based customer rewards system. Customers can earn points through purchases, then use those points to obtain rewards from a dedicated catalogue.
The idea: turn a purchase into the beginning of the next interaction.
Make customer benefits tangible — and worth coming back for.
The project centred on connecting purchasing activity to a clear customer benefit. Three needs shaped the solution:
Reward purchases
Give customers a benefit connected to the purchases they make.
Build ongoing value
Introduce a mechanism for customers to collect points as they continue purchasing.
Make rewards usable
Offer a catalogue where accumulated points can be exchanged for available rewards.
A reward journey with a clear purpose.
UniQual's solution connects earning points to redeeming benefits. The value lies in creating a complete, understandable loop: purchase, accumulate, discover and redeem.
Customer buys
A customer makes a purchase.
Points accumulate
Purchases create reward points for the customer.
Browse rewards
Customers discover available catalogue rewards.
Unlock a benefit
Accumulated points can be used for catalogue rewards.
Focused features.
Practical value.
Purchase-based points
Reward points are earned through purchases, giving every eligible customer transaction an added benefit.
Rewards catalogue
A dedicated catalogue presents rewards that customers can obtain using the points they've earned.
Point redemption
Customers can use accumulated points to claim catalogue rewards, completing the earn-and-redeem experience.
Designed for loyalty.
Aligned with growth.
Following the introduction of the rewards solution, two positive business outcomes were reported.
Recurring customers
Stronger repeat customer activity was reported, consistent with the program's intent to encourage continued participation.
Monthly sales
Monthly sales were reported to have increased after introduction of the customer rewards system.
Results are qualitative, as supplied for this case study. No numerical uplift, reporting period or attribution analysis was provided; the observed changes should not be interpreted as proof that the software alone caused the increases.
From a business need to a defined rewards experience.
| Area | Original project need | Introduced / reported |
|---|---|---|
| Customer benefit | Reward customers for purchases | Purchase-based points earning |
| Reward access | Enable customers to unlock benefits | Rewards catalogue and point redemption |
| Recurring customers | Baseline not provided | Increase reported |
| Monthly sales | Baseline not provided | Increase reported |
The original need does not establish that Subway had no other loyalty system; this comparison refers only to the described initiative.
Business-first software, without unnecessary complexity.
This initiative shows how a focused software solution can address a specific commercial need. UniQual introduced an earn-and-redeem experience linking purchasing activity with tangible customer benefits.
Reported growth in recurring users and monthly sales indicates positive movement in the business areas the solution was designed to support. The project reflects the importance of connecting functional software capabilities to meaningful customer and business outcomes.