Weigel’s marks 95 Years with summer loyalty and value push

POWELL, Tenn. — Weigel’s is celebrating its 95th anniversary with a summer-long campaign centered on consistent value and high-frequency customer engagement, underscoring how convenience retailers are evolving beyond transactional models.

Centered on the message “Just Getting Started,” the campaign emphasizes repeatable, everyday value rather than one-off promotions. At its core is a 95-cent pricing platform that includes dispensed beverages, fuel savings days, CPG discounts, and bundled W Value Meals designed to drive routine visits and basket building.

Layered on top is a significant push into digital engagement through the MyWeigel’s Rewards ecosystem. The retailer is rolling out 95 days of streak-based activity, including interactive trivia, spin-to-win games, digital scratch-offs, and location-based check-ins, all designed to increase daily interaction both in-store and in the app.

A major component of the campaign is an expanded sweepstakes program featuring prizes such as a Can-Am Maverick, a Sea-Doo watercraft, a year of free milk, and a grand prize of 1 million bonus points. Customers can enter through purchases, app activity, and loyalty participation, reinforcing the connection between engagement and rewards.

Fuel remains part of the value equation, with promotions such as Fuel Savings Sundays and frequency-based discounts tied to visit frequency. The structure reflects a broader industry shift toward integrating fuel, foodservice and loyalty into a single engagement platform.

“Summer 95 is a reflection of where convenience retail is headed,” said Jessica Starnes, director of loyalty at Weigel’s. “Guests expect more than transactions; they expect value, interaction and personalization. This campaign shows how Weigel’s is using loyalty and digital engagement to meet those expectations while staying true to who we are as a brand.”

The campaign follows the retailer’s recent relaunch of its mobile app and digital payment capabilities, signaling continued investment in loyalty infrastructure as a primary growth driver.

Founded in 1931, Weigel’s operates nearly 90 stores across East Tennessee, supported by integrated dairy, foodservice and distribution operations.