Dive Brief:
- Refuel Operating Company has updated its Refuel Rewards loyalty program, the convenience retailer announced last week.
- The refreshed program, which went live on Jan. 6 according to a Refuel spokesperson, includes more fuel savings opportunities and personalized offers, according to the announcement.
- Refuel is the latest c-store retailer rethinking its rewards program over the past year, joining companies like Haffner’s, Global Partners and Terrible’s in launching or updating their digital marketing outlets to drive visits and engagement.
Dive Insight:
Refuel’s refreshed rewards program was first publicly teased in October, when the company announced it was using Par Technology’s platform for the update. But Refuel’s team had been working on this project before that, spending all of 2025 designing and developing it in-house, the spokesperson said.
Members will still earn 3 cents off per gallon every day on fuel purchases, but can now rack up additional 10-cent discounts after spending $25 in store. These discounts can be stacked up to $1 off per gallon, according to the company’s website. Members only have to put in their phone number at the pump to access their discounts.
For every $1 spent in store, members can earn 20 loyalty points, which can be redeemed for items from Refuel’s updated rewards catalog.
“This new program represents a significant evolution in how we reward our customers,” said Carissa Cardy, Refuel’s director of marketing. “We focused on eliminating complexity, accelerating value, and ensuring that every interaction feels intuitive and rewarding.”
The new program also allows Refuel to target relevant promotions to specific members based on their interests and purchase history, which should strengthen engagement. The program has also added limited-time interactive challenges based on specific behaviors, like visiting stores or buying fuel, to earn additional savings.
