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:

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