Convenience-store chain Weigel’s has had a busy summer, from opening its 80th store to debuting new mascots to boosting its loyalty program and more.
- Weigel’s is No. 99 on CSP’s 2023 Top 202 ranking of convenience store chains by store count.
The Powell, Tennessee-based company began as a family business selling raw milk in 1931, and now includes owner-operated c-stores, a dairy barn and a bakery.
See what Weigel’s has been up to here…
Opening Its 80th Store
Weigel’s in September opened its 80th store in Jefferson City, Tennessee. The celebration saw record-breaking sales at the pump and inside the store, Weigel’s said. The celebration included an inaugural performance by Kaleb Mullins and the Witness, a band signed to perform at all future Weigel’s grand openings.
“We are absolutely delighted with the turnout and support we’ve received from the Jefferson City community. It’s incredible to see how much everyone enjoyed the event, and we couldn’t be more excited to have this new location here. We look forward to continuing to serve this wonderful community,” Weigel’s owner Bill Weigel said.
Introducing New Mascots
Ellie the Cow and Dippy the Chicken recently debuted as Weigel’s new mascots. Ellie and Dippy will become integral parts of the Weigel’s brand across all platforms, from in-store experiences to social media and commercials, the company said.
“We’re not just limiting Ellie and Dippy to traditional store appearances; we’re bringing them into the everyday life of Weigel's in fun and creative ways,” said Nick Triantafellou, director of marketing and merchandising at Weigel’s. “These characters represent more than just a fun face for our customers. They symbolize the values we hold—quality, care, and connection—and will be showcased in ways that make them part of the Weigel’s team.”
Ellie and Dippy have already starred in a fresh line of commercials that pay homage to the This is ESPN series. The commercials bring a humorous twist to Weigel’s office life, the chain said, showing Ellie and Dippy interacting with real employees. Ellie and Dippy are also joined by Weigel’s name, image and likeness (NIL) athletes Karlyn Pickens and Hunter Ensley, who make special guest appearances.
The introduction of the characters aligns with Weigel’s mission to build deeper community connections and create a memorable customer experience that goes beyond the traditional convenience-store visit, Weigel’s said.
Adding Tablet-Based Loyalty Sign-Ups
Weigel’s introduced tablets at checkout to simplify the process for customers to join its MyWeigel’s Rewards program.
The tablets prompt customers to register for loyalty program with just a few taps, and following their interaction, customers receive a text message to complete their enrollment. The initiative has seen a 40% conversion rate, Weigel’s said.
"We wanted to ensure that the customer experience was as smooth as possible,” Mike Bee, director of IT at Weigel’s, said. “Overcoming challenges with streamlining the enrollment process was a key focus for us. By introducing these tablets, we’ve simplified the sign-up experience and ensured that it integrates seamlessly with our existing systems. The success we’ve seen in these stores shows how effective this approach can be."
In stores where the tablets were installed, Weigel’s saw a significant increase in transactions from registered users. The pilot will now expand to all stores.
“Our goal has always been to provide the best possible experience for our customers while growing our loyalty program,” Jessica Starnes, director of loyalty at Weigel’s, said. “The new tablet sign-up process makes it easier than ever for customers to become part of the MyWeigel’s Rewards family. By offering a convenient and quick way to enroll, we’ve seen immediate growth in engagement, and it’s a great step forward in our long-term loyalty strategy.”
Launching the Garden Harvest Pizza
Weigel’s has launched the Garden Harvest Pizza at all locations. The pizza features a rich basil pesto sauce and mushrooms, bell peppers, onions, artichokes and banana peppers, Weigel’s said.
The vegetarian-friendly offer caters to those seeking a veggie-forward meal without sacrificing flavor, Weigel’s said.
“We designed the Garden Harvest Pizza to bring out the best in fresh ingredients, especially with the standout basil pesto sauce. It’s a savory, well-balanced pizza that really celebrates the richness of vegetables,” said Ryan Blevins, director of food innovation at Weigel's. “Whether you're a vegetarian or just love the taste of fresh veggies, this pizza offers something truly unique.”
Weigel’s other freshly prepared food items include Dippin’ Chicken, Dippin’ Chicken wraps and more.
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