Global Partners has launched its new mobile app and revamped loyalty program, Bee’s Knees Benefits. Designed to unify the loyalty and digital experience for across the company’s family of c-store brands, including Alltown Fresh, Alltown and XtraMart, the new program and app offer a mix of features and benefits, including promotions, presonalized rewards, mobile ordering and in-app fuel payments.
“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. “The new, unified offering allows us to do just that — providing more convenience, more reasons to engage with us and more ways to save.”
The unified Bee’s Knees Benefits program consolidates multiple previous loyalty programs — such as Fresh with Benefits and Alltown Neighborhood Perks — into one easy-to-use platform, powered by Paytronix. Members earn points for every dollar spent in-store and every gallon of fuel purchased. In addition, they enjoy special savings in-store and can earn and redeem rewards on everyday purchases like
fresh food, coffee, snacks, and fuel.
Additional perks include a generous $5 in-store reward or 50 cents off per gallon on your first fill-up as a member, 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. 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.
Built on the Rovertown platform, the Bee’s Knees Benefits app delivers a seamless, brand-consistent digital experience designed to meet the needs of today’s convenience-driven shopper. With features like mobile ordering for fresh food, in-app fuel payments and contactless checkout via Apple Pay and Google Pay, the app reduces friction and makes it easier for guests to pay and engage on the go.
Guests can also use the app to locate nearby stores, view exclusive promotions and receive personalized offers — all from an interface that’s clean, intuitive and easy to navigate.
“This isn’t just a new app — it’s a strategic step forward in how we connect with our guests,” said Kabren Levinson, Global Partners Vice President of Consumer Strategy. “We’ve built a flexible, future-ready digital platform that enhances the guest experience while supporting our long-term growth.”
Designed with a spirit of playfulness and approachability, the new Bee’s Knees Benefits features a refreshing look and a hint of reimagined nostalgia.
“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.”
Building on a legacy that began more than 90 years ago, Global Partners has evolved into a
Fortune 500 company and industry-leading integrated owner, supplier and operator of liquid energy terminals, fueling locations and guest-focused retail experiences. Global operates or maintains dedicated storage at 53 liquid energy terminals — with connectivity to strategic rail, pipeline and marine assets — spanning from Maine to Florida and into the U.S. Gulf States.
