Dive Brief:
- Shell Fuel Rewards loyalty program members can now earn additional fuel savings by ordering food on Grubhub, according to a Tuesday press release. This is the first partnership of this kind for Grubhub, a company spokesperson confirmed via email.
- Loyalty members will earn 5 cents off up to 20 gallons of fuel at participating Shell locations for every $50 they spend on the food ordering and delivery marketplace. Members of Grubhub’s own loyalty program, Grubhub+, get complimentary Gold status in the Fuel Rewards program.
- Shell has been focusing on expanding its Fuel Rewards program in 2023, not only through this tie-up but also by adding an additional level to its tiered setup.
Dive Insight:
As tiered loyalty programs continue to make inroads in the convenience retail space, Shell has augmented its program with partnerships with other companies, like Grubhub, to help members earn extra discounts.
Gold status in the Fuel Rewards program, which Grubhub+ members can now access and which Fuel Rewards members earn by buying at least 10 gallons of gas six times in a three-month period, gives members 5 cents off all fuel purchases at Shell stations. This discount can be stacked with the discount from ordering on Grubhub for 10 cents off up to 20 gallons.
“After relaunching our loyalty subscription program this past summer, we’re excited to introduce this exclusive offer that supports their travels,” said Marty Thompson, director of growth strategy and operations at Grubhub.
There will also be exclusive limited-time offers available through Grubhub to earn additional Fuel Rewards.
Interested customers need to have or create a Fuel Rewards account, then link that to their Grubhub account to begin earnings rewards.
“For more than 10 years, we’ve welcomed new Fuel Rewards members and added relevant value for existing members with new ways to save on both gas and with other leading brands,” said Brandon Logsdon, president of consumer engagement at PDI, which powers Fuel Rewards. “It’s fantastic to extend the opportunity to Grubhub customers.”
Along with the Grubhub partnership, these additional rewards can be earned through purchases of certain items in Shell stores, using a credit card registered to the rewards account at participating restaurants or renting cars through Avis and Budget.
In addition to gold tier, Shell’s Fuel Rewards program offers a silver tier, which offers 3 cents off per gallon and has no qualifications, and platinum, where members get 10 cents off per gallon double rewards on some in-store purchases, and which is unlocked by buying at least 10 gallons of gas 12 times or more in a three-month span. Platinum also includes access to unique VIP experiences.
Houston-based Shell USA markets fuel at about 14,000 Shell-branded gas stations in 49 states and owns nearly 250 c-stores in the U.S. More than 12,000 of those sites participate in the Fuel Rewards Loyalty program, according to the press release.
