Dive Brief:
- Maverik has revamped Kum & Go’s &Rewards loyalty program and mobile app, a company spokesperson confirmed.
- The new program officially launched on March 27, according to a series of automated messages sent to &Rewards members over the past week. Points are worth more in the new program, which also includes digital punch cards and exclusive weekly deals. Loyalty members no longer can access Kum & Go’s mobile fuel pay feature or have the ability to convert points to fuel discounts.
- This marks the second time over the past year Kum & Go’s loyalty program and mobile app have been reworked. However, the previous update was made before Maverik’s acquisition of the Des Moines, Iowa-based retailer closed last August.
Dive Insight:
Shortly after Maverik started rebranding Kum & Go stores in Utah, Colorado, Idaho and Wyoming to its own banner — amid reports that it might retire Kum & Go’s brand entirely — it discontinued Kum & Go’s made-to-order foodservice and mobile ordering programs. While those actions may have indicated Maverik was planning to move on from the Kum & Go banner, relaunching Kum & Go’s app and loyalty platform suggests otherwise.
When asked if the new &Rewards launch changes any of Maverik’s plans with the Kum & Go banner moving forward, Maverik’s spokesperson said no future rebranding decisions have been made or confirmed beyond the initial changes previously announced in the four states.
“Market research as well as the results from Maverik’s initial rebranded stores will help guide future branding decisions,” Maverik’s spokesperson said.
With the new program, existing &Rewards points and fuel savings will transfer over, according to the automated announcements. The rewards structure for the new platform includes double points both for every dollar spent in-store and every gallon of fuel purchased.
Starting March 27, rewards members will receive 2 cents off per gallon — a special that “has no limits and will never expire,” according to the announcements. The new program will also offer “freebie Fridays” every other week.
With the punch cards, members receive a free product inside the store after making 10 purchases, according to the announcements. Those can include fresh food items like pizza slices and whole pies, hot and cold drinks and energy drinks.
Although Maverik has ended Kum & Go’s fuel pay feature and ability to convert fuel points to discounts, &Rewards members will still be able to use their fuel savings and convert points to &Rewards cash, according to the automated announcements.
When Kum & Go revamped its loyalty program last summer, the ability to redeem points directly for in-store or at-the-pump discounts “was the most requested addition to &Rewards,” Kum & Go said at the time.
“We’re committed to continuing to improve payment options and savings for you at the pump,” one of Maverik’s automated announcements stated.
The relaunched &Rewards platform will operate separately from Maverik’s Adventure Club loyalty program, Maverik’s spokesperson said.
Salt Lake City-based Maverik operates more than 400 convenience stores under its own banner in addition to over 400 Kum & Go locations.
