The Subcard will allow customers at its 1,400 stories across the UK and Ireland to collect loyalty points and redeem free products via a 2D barcode on their mobile device.
Cardholders can also track their Subcard account online.
It follows a trial of a physical loyalty card in Ireland.
Alex Cacouris, Subway head of marketing, says: “It takes the scheme from a discount card to a loyalty programme. It lets Subway build a marketing plan for individuals, build one to one engagement and drive frequency.”
He adds that the programme will help Subway learn the needs and wants of its customers and help inform its ideas and product development.
The mobile loyalty scheme uses Java technology, which means it is accessible by 70% of mobile users. Subway is also launching an iPhone app, which uses geo-location technology to find the nearest Subway outlet.
Subway claims the scheme, developed by Transactor Technologies, is the first fast food chain in the world to use 2D barcode technology.
The launch is being supported with in-store marketing created by experiential agency Momentum and a PR campaign by McKenna Townsend.