Weigel’s has announced the launch of a new visit-based tier experience within its MyWeigel’s Rewards program, giving its more than 595,000 registered members a new way to be rewarded for everyday purchases.
The new MyWeigel’s Rewards tiers are based on monthly visits. Each qualifying visit helps members advance through four levels: Fan, AllStar, VIP and MVP. As members move upward, they unlock increasingly valuable monthly benefits, including free Weigel’s products, fuel savings and bonus rewards points.
The new program, according to a statement from the retailer, reflects its continued evolution from purely transactional rewards toward emotional loyalty.
“Points and discounts provide meaningful value, but they do not tell the entire story of loyalty,” said Jessica Starnes, director of loyalty at Weigel’s. “Some of our guests stop by every morning for coffee, visit us on their way home or bring their families in every week. Tiers allow us to recognize that consistency and show our guests that we see and appreciate the relationship they have built with us.”
The MyWeigel’s Rewards tier program includes four levels based on the number of qualifying visits a member makes during the month:
- Fan: Zero to seven visits per month
- AllStar: Eight to 12 visits per month, unlocking a free dispensed beverage and 5 cents off per gallon of fuel
- VIP: Thirteen to 24 visits per month, unlocking a free dispensed beverage, 15 cents off per gallon of fuel and 500 bonus points
- MVP: Twenty-five or more visits per month, unlocking a free dispensed beverage, a free slice of pizza, 25 cents off per gallon of fuel and 1,000 bonus points
Tier rewards are available once per month. Members can view their current tier, monthly visit count and progress toward the next level directly within the MyWeigel’s Rewards app.
Because advancement is based on visits rather than dollars spent, every qualifying trip can move a member forward regardless of the size of the purchase. The structure gives members clear and attainable goals while ensuring the program recognizes frequency and consistency, not only spending.
“Weigel’s has always been built around relationships,” said Doug Yawberry, president and CEO of Weigel’s. “For 95 years, our guests have welcomed us into their routines, their communities and their families. This is our way of recognizing that loyalty and making sure the people who visit us most often feel how much their support means to us.”
Qualifying transactions involving categories such as tobacco, alcohol and lottery can count toward a member’s monthly visit total even though purchases in those categories do not earn MyWeigel’s Rewards points. This distinction allows Weigel’s to recognize the guest’s decision to visit without tying tier advancement exclusively to point-eligible products or the amount spent.
“Loyalty is not defined by one product or one type of purchase,” Starnes said. “It is the decision to choose Weigel’s again and again. Building the program around visits allows us to recognize that choice in a way that is more inclusive, more achievable and more representative of the relationship we have with our guests.”
The introduction of tiers represents the latest evolution of MyWeigel’s Rewards, which has grown to more than 595,000 registered members.
The program already combines points, personalized offers, fuel savings, product clubs, mobile ordering, exclusive promotions and weekly free products through Weigel’s Wednesday. Members can also engage with interactive experiences through the Weigel’s Arcade, including games, sweepstakes and limited-time campaigns.
“We did not want tiers to feel like another hurdle guests had to clear,” Starnes said. “We wanted progress to feel achievable and the recognition to feel personal. Whether someone is working toward becoming an All-Star or has reached MVP status, we want each visit to reinforce that they are a valued part of the Weigel’s family.”
The tier names were intentionally developed to feel celebratory and familiar. Every member begins as a Fan and can progress through All-Star and VIP before reaching MVP, the program’s highest level. Each advancement represents not only additional benefits, but greater recognition of the member’s relationship with Weigel’s.
The tier program will also serve as the foundation for an expanding digital badge experience within the Weigel’s app.
Members will be able to earn collectible digital badges by participating in special events, trying newly released Weigel’s food items, completing seasonal programs such as 12 Days of Christmas and engaging with other Weigel’s experiences throughout the year.
The badges will give members a way to commemorate their individual experiences with Weigel’s beyond points or discounts. Over time, members will be able to build a personalized digital collection reflecting the products they tried, promotions they completed, events they joined and Weigel’s traditions in which they participated.
“Tiers recognize the consistency of the relationship, while badges will recognize the individual moments that make that relationship fun and personal,” Starnes said. “We want members to look at their badge collection and remember the new foods they tried, the events they joined and the Weigel’s traditions they have made part of their lives.”
The badge experience will further expand Weigel’s use of digital gamification, building upon the engagement generated through the Weigel’s Arcade, Spin the Wheel, seasonal games, streaks and other interactive experiences.
