The campaign served as the official kickoff to Weigel’s largest promotional window of the year, combining loyalty offers, fuel savings, gamification, sweepstakes, vendor partnerships, and limited-time food promotions into one connected customer experience across East Tennessee.
Cinco de Mayo once again played a major role within the broader summer launch strategy, helping drive one of the strongest promotional periods in company history through aggressive value offers and loyalty-exclusive rewards.
During the promotional period alone, Weigel’s distributed more than 40,000 free items and delivered over $187,000 in customer savings through personalized digital offers and loyalty-driven promotions.
Compared against current operating trends, the campaign generated:
• A 12% increase in customer count
• A 78% increase in new loyalty member registrations
• A 50% increase in MyWeigel’s Pay enrollments
• An 11% increase in average basket size
• A 28% increase in Game Room participation
“Summer Kickoff Week has become one of our biggest engagement moments of the year because it brings every part of the loyalty experience together at once,” said Jessica Starnes. “From fuel discounts and food offers to sweepstakes, gamification, and personalized rewards, customers are interacting with the brand in more ways than ever before.”
Additional performance metrics from the broader campaign period showed:
• Active registered loyalty users increased 18% year over year
• Registered loyalty transactions increased 15% week over week
• Visit frequency increased 7.7%
• Loyalty penetration improved by 1.6 percentage points
• Total customer savings increased 23%
• Average savings per basket increased 68.6%
The campaign also produced the highest weekly app usage period in company history, with unique app users increasing 13% year over year and total app sessions increasing 30% year over year.
Weigel’s continues to expand customer participation across gamification and interactive loyalty features integrated into the MyWeigel’s Rewards platform, including:
• Nearly 90,000 active streak engagements
• More than 139,000 digital scratch game plays
• More than 58,000 spin interactions
• More than 40,000 trivia engagements
• More than 2,100 customer check-ins
Operationally, the company also saw measurable lift across key merchandise categories tied directly to loyalty activation. Loyalty Fuel transaction counts increased 8.5% year over year at comparable stores during recent fuel savings initiatives, while whole pizza sales increased 29% week over week during the promotional period.Weigel’s add-to-card personalization strategy also continues driving strong customer participation, with 26% of active registered members activating CPG offers and 33% activating bonus point offers during the campaign window.“We’re seeing customers engage with loyalty far beyond traditional rewards programs,” said Nick Triantafellou. “When value, personalization, gamification, food offers, and fuel savings all work together inside one connected experience, it creates stronger customer frequency and deeper engagement with the brand.”Weigel’s loyalty infrastructure is powered through partnerships with PDI Technologies and Rovertown, supporting an integrated ecosystem across mobile ordering, personalized offers, gamification, fuel rewards, and customer communication channels.As Weigel’s continues its 95th anniversary celebration throughout the summer, the company remains focused on creating value-driven experiences that strengthen customer retention, increase visit frequency, and deepen community engagement across East Tennessee.
To learn more about Weigel’s or our Heritage, visit weigels.com or follow @weigelsstores on Instagram, X, and Facebook.
About Weigel’s:
Established in 1931, Weigel’s is a family-owned and operated East Tennessee company committed to serving the communities where its stores operate. The company currently operates 89 convenience
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