Subway to take Softcard payment and loyalty programme nationwide

Subway to take Softcard payment and loyalty programme nationwide

The US telco-backed Softcard consortium has received a welcome boost with news that the giant fast food chain Subway is to deploy its Card Rewards Program as part of a national roll-out of the SmartTap payment app.

To promote the initiative, Softcard - the mobile commerce joint venture created by AT&T Mobility, T-Mobile USA, and Verizon Wireless - is offering American Express Serve card users who use their phone to tap and pay, $1 off every purchase over $1 made at Subway franchises until the end of the year.

The national launch to 26,000 locations nationwide is the extension of a relationship that began in 2013 and included a pilot in Salt Lake City earlier this year. The full-scale commercial roll out will also include the Subway loyalty programme, enabling users to collect, store and spend their reward points through the Softcard mobile app.

Carman Wenkoff, chief information officer, for the Subway chain, says: "As we've worked together to implement and pilot this technology, we've been impressed with the Softcard team and opportunities available through the Softcard platform. By embracing mobile payments and loyalty with Softcard's SmartTap technology, we're making it easier for customers to enjoy smart choices on the go."

With loyalty and rewards likely to form a central plank in future iterations of Apple's mobile payments platform, Softcard has the opportunity to plant an early stake in the ground and use the Subway programme as a proof-of-business case for engagement with other merchant brands.

Comments: (2)

John Gessau
John Gessau - ACI Worldwide - Johannesburg 16 September, 2014, 15:27Be the first to give this comment the thumbs up 0 likes

Hmmm. Given that Subway was also listed by Apple last week in their keynote, I'm not sure that this is news about Softcard so much as news about Subway. It'll be interesting to see how much momentum is added by this initiative.

Martin Cox
Martin Cox - Rambus - Rotterdam 17 September, 2014, 03:32Be the first to give this comment the thumbs up 0 likes

Hi John, I think Apple listed any merchant that has contactless EMV terminals in place, so if Subway is doing something with Softcard, Apple Pay comes along too thanks to EMV standards.

I think this is a further pointer to EMV/NFC being the standard and the real battle ground for usage being the added services.

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