Global Partners’ newly launched mobile app and revamped loyalty program, Bee’s Knees Benefits, is designed to unify and enhance the loyalty and digital experience across the company’s family of convenience-store brands, the Waltham, Massachusetts company said Thursday.
The new program and corresponding app offer a “powerful mix” of features and benefits, including exclusive promotions, personalized rewards, mobile ordering and in-app fuel payments, said the company, whose brands include Alltown Fresh, Alltown, XtraMart, Honey Farms, Jiffy Mart, Wheels, T-Bird and others.
“Our priority is to ensure we’re delivering a consistent and elevated guest experience every day,” said Laura Derba, Global Partners’ senior vice president of retail operations. “This new, unified offering allows us to do just that—providing more convenience, more reasons to engage with us, and more ways to save.”
Consolidation
The unified Bee’s Knees Benefits program consolidates multiple previous loyalty programs, such as Fresh with Benefits and Alltown Neighborhood Perks, into one platform, which is powered by Paytronix, the company said.
In addition to earning points for every dollar spent in-store and on every gallon of fuel purchased, members can get special in-store savings and can earn and redeem rewards on purchases such as fresh food, coffee, snacks and fuel.
- Global Partners is No. 25 on CSP’s 2025 Top 40 Update to the 2024 Top 202 ranking of U.S. c-store chains by store count. Watch for the full 2025 Top 202 ranking in the June issue of CSP magazine and in CSP Daily News.
Additional perks include a $5 in-store reward or 50 cents off per gallon on a member’s first fill-up as a member (up to 20 gallons), free coffee, free fountain drinks and special birthday rewards.
The program is free to join and available at more than 300 participating locations across states in the Northeast, Mid-Atlantic and Texas.
“To keep the program top of mind with members, the Global team executes a robust loyalty communications plan made up of cross-channel tactics,” Global Partners said. “Targeted emails, SMS and in-app messaging align with seasonal campaigns, in-store signage and digital efforts to ensure a consistent loyalty presence across all touchpoints—digital and brick and mortar.”
Kabren Levinson, Global Partners’ vice president of consumer strategy, said, “This isn’t just a new app—it’s a strategic step forward in how we connect with our guests. We’ve built a flexible, future-ready digital platform that enhances the guest experience while supporting our long-term growth.”
The Bee’s Knees Benefits app, built on the Rovertown platform, include features like mobile ordering for fresh food, in-app fuel payments and contactless checkout via Apple Pay and Google Pay. Users also can use the app to locate nearby stores, view exclusive promotions and receive personalized offers.
Bee’s Knees Benefits, which includes real-time updates and a view of rewards progress, lets customers track their journey toward the top tier, “V.I.Bee” status and enjoy increasing levels of savings, Global Partners said. They can also unlock app-only deals, including secure offers for age-restricted items.
‘Spirit of Playfulness’
Global Partners, which made this year’s Fortune 500 list, said Bee’s Knees Benefits is designed with “a spirit of playfulness and approachability” that aims to “make every day a little sweeter.”
“With a refreshing look and a hint of reimagined nostalgia, the tone and visuals are intentionally warm and inviting, creating the sense of a conversation with a trusted friend or neighbor,” the company said.
“The phrase ‘bee’s knees’ has long been associated with excellence and delight, so we knew we had to deliver on that promise,” said Joanna Linder, vice president of marketing at Global Partners. “We had a lot of fun developing the branding. Our goal was to create something that not only encourages engagement and brand loyalty but also brings a genuine smile to our members’ faces.”
Global is one of the largest liquid-energy companies on the East Coast, operating and managing dedicated storage at 54 terminals, strategically connected to rail, pipeline and marine assets, extending from Maine to Florida and into the U.S. Gulf States. In 2024, the company expanded its reach with two acquisitions, adding five terminals to its network. The company is also advancing its transition to low-carbon, renewable fuel options to meet evolving energy demands.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.