Case Study: Subway achieves 10X loyalty program enrollments and higher mobile app ratings with UserTesting

With customer insights on the menu, the world’s largest franchise was able to grow its loyalty program

Subway, the world’s largest quick‑service restaurant franchisor with over 41,000 locations globally, needed to assess how personalization in its mobile ordering experience affected loyalty and to benchmark competitors — all while creating a compelling case for franchise owners who run most stores. The challenge was proving the “why” behind design changes and demonstrating measurable value to gain franchisee buy‑in.

Using UserTesting, Subway conducted unmoderated video interviews with 800+ representative customers and benchmarked competitor experiences, combining qualitative insights with quantitative signals. Those humanized findings accelerated franchise alignment and adoption of a redesigned app and loyalty program, driving a 10x increase in enrollments, more 4‑ and 5‑star app reviews, higher mobile order share, and increased purchase frequency and average spend.

Subway

Dave Hunter

Sr. Manager