KNOXVILLE, Tenn. – September 2025 – Weigel’s hit the road this summer with MyWeigel’s Roadtrip 2025, a 100-day campaign filled with rewards, sweepstakes, and gamified fun for loyal guests. Complete with Ellie & the Camper as the campaign mascot, Roadtrip 2025 delivered record-setting participation across every part of the loyalty platform.

Campaign Highlights:

• Summer Kickoff: Freebie redemptions jumped 63% compared to 2024, with penetration reaching a record 43%. Over 3,000 new guests enrolled in loyalty during kickoff week alone, the second-highest enrollment week in Weigel’s history.
• Sweepstakes Excitement: Guests played along all summer with vendor-sponsored sweepstakes. Prizes included an Eddie Bauer Camper, a Monster E-Bike, and a Seadoo.
• Customer Growth: More than 36,000 new registered users joined during the campaign, while app usage grew 38% and monthly active users rose 13%. Gen Z engagement surpassed 100,000 registered members.
• Frequency Gains: Loyalty members who visited 12 or more times per month increased 4.5% during the campaign, proving the program’s ability to inspire repeat visits.
• Customer Lifetime Value: CLV for Q2 loyalty members averaged over $600, a 52% increase over Q1 and 19% higher than last year’s Q2.
• Employee Loyalty Impact: Internal engagement rose with employee participation up 2.3% in fuel, 3.5% in food, and 6.7% in points earned.
• Food & Beverage Wins: Pizza slices soared with more than 40,000 incremental slices sold year-over-year, while donut sales rebounded from negative trends. Thirsty Thursday an Ellie Ice & fountain drink promotion achieved loyalty redemption rates above 65%, driving nearly 50% year-over-year lifts.
• Digital Engagement & Gamification (Powered by Rovertown and PDI Experience Designer): Guests checked in over 40,000 times with geo-fenced features, while push notifications, email open rates remained strong with 60 out of 66 emails exceeding 20%, and the Weigel’s Arcade kept momentum high. The Arcade alone surpassed 1 million plays during the Roadtrip campaign.

“Our guests embraced the Roadtrip theme with Ellie the Camper and turned summer into a season-long journey with Weigel’s,” said Jessica Starnes, Director of Loyalty. “From sweepstakes excitement to daily check-ins, this campaign showed how loyalty and gamification can transform how our guests engage with our brand.”

The MyWeigel’s Roadtrip 2025 campaign underscored the strength of Weigel’s loyalty ecosystem, blending digital innovation, rewards, and foodservice value into a memorable experience for guests across the region.

To learn more, visit weigels.com, Download the Weigels App or follow @weigelsstores on Instagram, X, and Facebook.

About Weigel’s:

Established in 1931, Weigel’s is a family-owned and operated East Tennessee business. Weigel’s is a trusted name in the convenience store industry, known for its commitment to providing top-quality products and exceptional customer service. Weigel’s operates 85 convenience stores, a dairy, and a bakery. The bright, spacious stores represent state-of-the-art convenience retailing, premium customer service, and locally sourced products. Weigel’s is dedicated to enhancing the convenience store experience for its valued customers.