Fuel/Grocery Brands & Loyalty Programs


To understand the mechanics of US fuel and grocery store loyalty programs and brands by completing a competitive analysis of each sector. Using the attached spreadsheet, the fuel brands to cover include Shell, Exxon Mobil, and Circle K; the grocery brands include Safeway, Giant, Southeast Grocers, Meijer, and Kroger.

Early Findings


  • Shell recently instituted a fuel rewards “Pro” app that rewards fleet drivers. Those who secured a Pro ID, enter a special code and after pumping 10 gallons of gas or more, earn a 5-cents-off per gallon Pro reward. The reward is applied to their next personal fill-up up to 20 gallons.


  • The company operates 2,800 retail supermarkets under various names, including Kroger, Dillon’s, Ralph’s, Fry’s, Harris Teeter and others.


The project spreadsheet can be found here.

We found some proprietary research from one of our data partners which may be helpful:
1. Global Fuel Card Market (2018-2022 Edition) (Daedal Research, $950)
2. Mobile Apps section discusses loyalty programs (80.36 USD)
If you'd like us to purchase any of these reports on your behalf, just let us know!

Proposed next steps:

You need to be the project owner to select a next step.
We can start by completing the attached spreadsheet’s Company and Brand Overview sections for the first 4 companies (Shell, Exxon Mobil, Circle K, and Southeast Grocers). Please also note that the team will compile details that are within the public domain and will prioritize investor reports, if available. Because there are a lot of details to compare and sort, the team suggests the use of a spreadsheet to compile the data. Please let us know f another format is desired. Because the research team often sees “earn and burn” mechanics as one complete type of program (earn/burn or “earn and burn”), please provide a brief example of the type of data to be listed in the separate Earn Mechanics and Burn Mechanics columns (columns M and N) within the attached spreadsheet. As an alternative, if the loyalty program uses more of a surprise and delight model, we can substitute “surprise and delight mechanics” for the “burn mechanics” column. Please clarify below.
The team can also contribute to an understanding of the fuel and grocery store brand loyalty program landscape by taking a look at 7-10 insights in this space; the insights could include details like trends in loyalty program offerings, consumer use patterns, innovative ideas, growth dynamics, and perceptions about loyalty programs, among others.