Maverik Revamps Kum & Go’s Loyalty Program

Convenience-store chain announces app, website changes following acquisition
Kum & Go convenience store
Photograph courtesy of Maverik

Maverik has revamped Kum & Go’s &Rewards loyalty program following its acquisition of the convenience-store chain in April. The changes include a new app and website design for Kum & Go, which launched Wednesday, Maverik said.  

Changes to the existing &Rewards program for members include:

  • Two cents off every gallon of gas.
  • Easier point accumulation and conversion: Members receive two times the points per gallon pumped and two times the points for every dollar spent in-store. Two-hundred and fifty points are equivalent to $2.50 to spend in store. It also features one penny per point redemption value and the ability to convert points to &Rewards cash on the app or web in increments starting at 250. 
  • Digital punch cards: The cards have no expiration and offer buy 10, get one free on fresh food, hot and cold drinks, energy drinks and whole pizza.
  • Exclusive deals and freebie Fridays every week.
  • Free extra-large fountain beverage with signup.

Existing rewards, including customer’s points and fuel savings, will transfer to the new program. Points will retain the same value, reflected in a one-time adjustment to the customer’s point total on March 27. Current customers will need to reset their passwords.

The mobile fuel pay feature and ability to convert points to fuel discounts are no longer available.

“This enhancement will create unity with Maverik’s raving fans’ favorite rewards program, the Adventure Club, ranked the top c-store loyalty program in Newsweek’s America’s Best Loyalty Programs 2024,” said Joey Hobson, chief marketing officer of Maverik. “The improvement will highlight a similar experience across both brands’ Rewards programs, so whether shopping at Kum & Go or Maverik, the experience our customers come to know, and love will be comparable.”

Maverik’s Adventure Club’s rewards program will remain separate from &Rewards.

While Maverik has only confirmed that it is rebranding Kum & Go stores in Utah, Colorado, Idaho and Wyoming, sources have shared with CSP Daily News that the chain plans on retiring the Kum & Go brand at all stores by 2025.

In a YouTube video, Maverik CEO and Chief Adventure Guide Chuck Maggelet said he was retiring. Crystal Maggelet, his wife, also said the two are getting divorced, and that she will take over leadership of the chain while the company conducts a search for a permanent CEO.

Salt Lake City-based Maverik has approximately 400 locations and growing across 12 western states, making it the largest independent fuel marketer in the Intermountain West. Locations include Arizona, California, Colorado, Idaho, Nebraska, Nevada, New Mexico, Oregon, South Dakota, Utah, Washington and Wyoming. Kum & Go has more than 400 locations across 13 states.

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