Refuel, Charleston, South Carolina, is launching a new loyalty program this month that prioritizes personalization with fuel savings.
- Refuel Operating Co. LLC is No. 38 on CSP’s 2025 Top 202 ranking of U.S. convenience-store chains by store count.
Refuel redesigns fuel savings
While the c-store is still offering its daily 3 cents-per-gallon fuel savings reward, the new program adds an automatic approach to fuel savings. Members who spend $25 in-store will automatically receive 10 cents per gallon in fuel savings at the pump, with no additional steps required.
In addition, points earned through in-store purchases will automatically convert into fuel savings.
Members will earn 20 points for every $1 spent in-store, and the rewards catalog has been redesigned to be more intuitive and easier to navigate, Refuel said.
“This new program represents a significant evolution in how we reward our customers,” said Carissa Cardy, director of marketing. “We focused on eliminating complexity, accelerating value and ensuring that every interaction feels intuitive and rewarding. The result is a loyalty program that works harder for our members and better reflects how they shop and fuel today.”
Personalization is another upgrade
The new loyalty program also introduces targeted offers, allowing Refuel to deliver more relevant promotions to members based on their interests and purchasing behavior.
Beyond everyday rewards, the program will feature interactive challenges, including visit-based challenges, gallon challenges and other limited-time opportunities.
“Personalization was a core focus in designing this program,” said Danielle Davis, loyalty and user experience manager. “Our goal was to create experiences that feel relevant to each member, whether through targeted offers, challenges or timely rewards. By meeting members where they are, we can engage them in more meaningful ways and deliver value that feels personal.”
Jon Rier, co-CEO, added, “We are incredibly proud of the work that went into this program. This is more than a refresh. It is a strategic investment in our customers and in the future of the Refuel experience.”
In October, Refuel partnered with PAR Technology, Philadelphia, to connect loyalty and real‑time insights.
Refuel has a history of growth through acquisition. Most recently, it acquired eight Mississippi c-stores. In 2024, Refuel's store count grew by three locations. In 2023, Refuel acquired eight convenience stores through two separate deals. In 2022, Refuel made several acquisitions, including two CEFCO stores from Fikes Wholesale Inc and the assets of Embark Energy.
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