[Knoxville, TN – June 18, 2026] —  Ellie’s Birthday Results from June 18 at its newest Knoxville location, Store #115 on Callahan Drive, bringing together guests, vendor partners, and team members for one of the company’s largest guest appreciation events of the summer.
As part of Weigel’s ongoing 95th anniversary celebration, the event showcased how convenience retailers can combine loyalty, digital engagement, and in-store experiences to create meaningful customer interactions while delivering measurable business performance.
Guests enjoyed free offers from several valued vendor partners, including PepsiCo beverages, Blue Bell ice cream, Frito Lay snacks, Monster Energy products, and RollerBites offerings, alongside vendor raffles, mascot appearances, live music, and support from local radio partner WIVK. Guests also received access to exclusive MyWeigel’s Rewards offers, including $0.25 off eligible CPG purchases through MyWeigel’s Pay and a RollerBites buy one, get one digital offer.
The event also featured Weigel’s newest 95th Anniversary Collector’s Cup, designed by Matthew Amati, Weigel’s Graphic Designer, whose heritage inspired artwork continues to connect guests to the company’s nearly century long history.
Operationally, the event delivered strong year over year performance across key metrics.
Ellie Freebies became the most redeemed offer of 2026, while Weigel’s generated:

• +2.9 percentage point increase in loyalty penetration
• 21,875 guests activated bonus point offers through the app
• +4.4% increase in inside sales
• +29.7% increase in active loyalty members
• +8.5% increase in new loyalty members

The event also accelerated adoption of MyWeigel’s Pay, Weigel’s integrated payment platform, with year over year gains including:

• +27% increase in users
• +27% increase in total transactions
• +19.4% increase in average transaction value
• +51.7% increase in total transaction dollars

Digital communication channels played a significant role in driving awareness and participation, generating a 3% push notification open rate and a 19% email open rate.
Behind the scenes, the event reflected extensive collaboration across multiple teams within the organization. Weigel’s recognizes the efforts of its Operations leadership team, including J. Lamberton, C. Cann, and T. Duncan, whose coordination helped execute a seamless guest experience while balancing day to day store operations.
The event also highlighted the importance of strategic technology partnerships that continue to power Weigel’s evolving digital ecosystem. PDI Experience Designer enabled personalized email and customer communication throughout the campaign, while Rovertown, Weigel’s mobile app provider, supported the digital experiences that connected guests to offers, rewards, and event activations.
As convenience retail continues to evolve, Weigel’s remains focused on creating experiences that move beyond traditional one day promotions by integrating loyalty, technology, operations, and vendor partnerships into a single customer journey.
Ellie’s Birthday has become a clear example of that strategy in action, transforming a heritage brand moment into a measurable driver of engagement, frequency, and customer participation during Weigel’s 95th anniversary year.
For more information about Summer 95 promotions, guests can download the Weigel’s App or visit their nearest Weigel’s location.