Dive Brief:
- QuickChek, a subsidiary of Murphy USA, has relaunched its rewards program and updated its mobile app with several additional features, the company announced on Wednesday.
- Loyalty members can earn points on every gallon of fuel and in-store product they buy. The revamped program also augments QuickChek’s online food ordering with delivery and pay-ahead options.
- QuickChek joins retailers like BP and Jacksons Food Stores in revamping their loyalty programs in 2024 as companies look for ways to stand out from the sea of c-stores.
Dive Insight:
While users could order ahead on QuickChek’s previous rewards app or website, they could not order for delivery and had to pay in the store, according to the announcement.
“By changing the ease of the in-app ordering process, members will be able to save time in their quick in-and-out visits,” said Rob Chumley, senior vice president and chief digital officer of QuickChek.
Making its food ordering easier dovetails with QuickCheck’s efforts to make that food more affordable in 2024. This summer, the retailer unveiled $6 subs and two-for-$5 deals on breakfast sandwiches. At the beginning of October, it dropped the price on many of its subs to $3.99, with added discounts on bottled beverages, chips, candy and baked goods when paired with a discounted sub.
Rewards members can earn 10 points per $1 spent in store and three points per gallon. Points can be redeemed for rewards starting at 250 for coffee, a fountain drink or cookies and going up to 1,500 points for a 12-inch sub. There will also be members-only offers and personalized promotions.
As with many c-stores, QuickChek benefits from adding customers to its rewards program, as they generally spend more in the stores.
“There’s over a 10-point difference between [members’] behavior versus the nonmembers. And we’re seeing mid- to high-single digit growth in transactions and sales from our QuickChek reward members,” said Gallagher Jeff, Murphy USA’s executive vice president and CFO, during the company’s Q2 earnings call in August.
Whitehouse Station, New Jersey-based QuickChek operates over 150 convenience stores in New Jersey and New York.
