Dive Brief:
- MAPCO has added a senior discount to its $MyRewards program now through the end of the holiday season, the company announced on Tuesday.
- The program gives customers who are age 60 or older an additional 10% off in-store purchases or 10 cents off per gallon at the pump every Tuesday.
- MAPCO joins a number of convenience stores trying to tempt value-conscious customers to join their loyalty programs through new deals.
Dive Insight:
While much of the c-store industry’s recent focus has been on attracting Gen Z and younger consumers, MAPCO is reaching a hand out to older shoppers, many of whom may be on fixed income. Less than a quarter of people ages 65 and older remained in the workforce in 2023, according to data from the Pew Research Center.
Some items, such as alcohol and tobacco or lottery products, are excluded from the in-store discounts.
"We value our senior customers and wanted to show our appreciation by offering them a special discount," said Chrisinda Nelson, manager of marketing communications at MAPCO.
As the effects of inflation linger, c-stores have deployed numerous value-focused strategies to draw consumers in. Arko Corp, parent company of GPM Investments, rolled out $5 pizzas for fas Rewards members. On Saturday, Pilot is having a one-day special where rewards members can get a $3 chicken sandwich. And BP’s Earnify rewards program teamed up with Amazon Prime to offer deeper fuel discounts for customers who were members of both programs.
Nashville, Tennessee-based MAPCO has more than 200 c-stores throughout the Southeastern U.S. The company was purchased in 2023 by Majors Management in part of a deal that also divested over 100 sites to Alimentation Couche-Tard.
