Dive Brief:
- Refuel Operating Company is transitioning to PAR Technology’s Retail platform for loyalty and customer engagement, according to a company announcement.
- The technology “will bring together real-time loyalty, guest engagement, and actionable insights” to give Refuel a bigger picture of what its customers want and how they shop. A full rollout across Refuels’ 240-plus c-stores is expected to be complete by the end of 2025.
- C-stores have been improving their loyalty offerings in a number of ways this year, including integrating retail media networks, and debuting or updating rewards programs.
Dive Insight:
Refuel aims to drive more visits and bigger baskets with its latest partnership. Par notes on its website that it “guarantees 50% more members and 50% more transactions” to customers.
While the technology is expected to be in all stores by the end of the year, the two companies will refine features and gather feedback throughout 2026 to further improve the program, according to the announcement.
“By leveraging PAR’s technology, we’re enhancing every aspect of the guest experience — from fueling up to checkout — while deepening our connection through smarter loyalty and personalized engagement,” said Carissa Cardy, Refuel’s director of marketing.
The shift to a new loyalty platform coincides with a number of leadership moves Refuel has made this year. In June, Refuel’s founder stepped down from the chief executive role and the company promoted co-presidents Travis Smith and Jon Rier to co-CEOs. In July, the company named Justin Mitchell chief technology officer and Derek Leskovic chief financial officer, along with appointing Ian Bowers to general counsel. Then in September, the company tapped Nouria alum Michael Farnick as its director of food-service strategy and innovation.
Refuel also unveiled a new grab-and-go food program in April called EATS. The lineup includes breakfast croissants; bologna, egg and cheese sandwiches; spicy chicken sandwiches; cheeseburgers; kolaches; and mac and cheese bites.
