Dive Brief:
- Parker’s Kitchen rolled out its updated rewards program on Tuesday, according to the company’s website.
- The loyalty program is shifting to a points-based rewards system, where customers earn 10 points for every dollar spent inside the store and double points on mobile orders.
- This comes amid Parker’s multi-state expansion effort aimed at growing the company’s store count to at least 220 stores by 2030 and introducing its brand to Florida.
Dive Insight:
After introducing Parker’s Rewards in 2018, the convenience retailer updated the app with enhanced security features and a user-friendly design in early 2023. Now, the company is retooling its approach by letting customers use points on fuel discounts or in-store items. Users no longer need to use their cards, unless they’re using the company’s PumpPal debit program through their rewards card. Most users can just enter their phone number to access their member perks.
Under the previous program, customers could access fuel discounts, order food and peruse in-store special offers.
Parker’s is one of a slew of retailers making updates to their apps and loyalty programs in recent months. Just since the beginning of 2026, BP debuted a program that offers CPG-funded coupons in the Earnify app, ExtraMile added alcohol cashback offers, Pilot redesigned its app and Refuel refreshed its rewards program.
