SEATTLE — Quality Food Centers (QFC), a Kroger Company banner with 58 supermarkets in the Pacific Northwest, has announced the launch of its third consecutive MasterChef loyalty campaign, this time with premium MasterChef Onyx Knives available exclusively to QFC shoppers. From November 4, 2026, through February 23, 2027, shoppers earn digital points for every purchase and can redeem them for MasterChef Onyx Knives through March 9, 2027, at all QFC locations and on http://qfc.com/. The campaign builds on QFC's recent collaborations with TCC Global, the worldwide loyalty solutions leader, and MasterChef, the most successful TV cooking program in the world, watched by over one billion people globally.
"We were grateful for the positive response to last year's campaign and the feedback we received from our QFC customers who wanted to see more programs like it," said Brent Stewart, President of QFC. "This partnership allows us to thank our shoppers with rewards that are both practical and relevant to the meals they prepare at home every day."
What's new this year
The 2026 campaign centers on the theme "Master the Cut. Master the Kitchen." Professional-inspired tools that help everyday home cooks prepare, create and share great food with confidence.
"We are proud to continue our partnership with QFC because their leadership has seen these programs delight customers, reinforce the QFC brand promise and deliver strong results for the business," said Rick Swinkels, CEO of TCC Global. "Moving from food storage to a premium MasterChef Onyx Knife Collection reflects the confidence QFC has in its shoppers and the appetite those shoppers have shown for aspirational, chef-grade rewards."
The MasterChef Onyx Knife Collection
The MasterChef Onyx Knife Collection combines premium matte-black style with everyday performance for all stages of food preparation. Durable, hollow-ground, non-stick blades make slicing, chopping and food release effortless, while weighted ergonomic handles provide comfort, balance and control. A Universal Wooden Knife Block is sold separately to keep the collection organized.
Campaign overview
For every $10 spent in store or online, QFC shoppers collect one digital point. Points are automatically tracked in the app and at checkout and can be redeemed for free MasterChef Onyx Knives from as little as 30 points.
MasterChef activation
The campaign is again supported by MasterChef Season 12 All-Star finalist Michael Silverstein "Chef Michael" who will engage shoppers by bringing the collection to life through expert cooking inspiration and knife-skills know-how across digital and social channels.
Building on the 2025 campaign’s success
QFC's 2025 MasterChef Food Storage campaign achieved strong results: an overwhelming majority of participants felt their loyalty was valued and wanted QFC to repeat the campaign. Most said the campaign improved their view of QFC, contributing to more frequent store visits.
