KNOXVILLE, Tenn. – Weigel’s wrapped up a record-setting summer with MyWeigel’s Roadtrip 2025, a 100-day loyalty campaign that combined gamification, sweepstakes, and foodservice promotions to engage guests across East Tennessee.
The campaign, fronted by mascot Ellie & the Camper, sparked strong growth across the retailer’s loyalty ecosystem.
Key Results
- Loyalty Growth: More than 36,000 new registered users joined during the campaign, with app usage up 38% and monthly active users rising 13%. Gen Z engagement surpassed 100,000 members.
- Customer Value: Q2 customer lifetime value (CLV) for loyalty members averaged over $600, a 52% increase from Q1.
- Visit Frequency: Members visiting 12+ times per month increased 4.5%, demonstrating the program’s ability to inspire repeat trips.
- Food & Beverage Wins: Over 40,000 additional pizza slices were sold year-over-year, donut sales rebounded, and the Thirsty Thursday Ellie Ice and fountain drink promotion achieved redemption rates above 65%.
- Employee Participation: Staff engagement rose across fuel, food, and points earned, further strengthening the program’s impact.
- Digital Engagement: Geo-fenced check-ins topped 40,000, push/email open rates were strong (60 of 66 emails exceeded 20%), and the Weigel’s Arcade surpassed 1 million plays.
Sweepstakes prizes, sponsored by vendor partners, included an Eddie Bauer Camper, a Monster E-Bike, and a Seadoo.
“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. “This campaign showed how loyalty and gamification can transform how our guests engage with our brand.”
The campaign underscores Weigel’s commitment to blending digital innovation, rewards, and foodservice value into memorable guest experiences.
To learn more, visit weigels.com, download the Weigels App or follow @weigelsstores on Instagram, X, and Facebook.
