Tiger Fuel Company Unveils New Branding

Along with the revamped logos, the chain also debuted a new loyalty program and app.

January 17, 2020

CHARLOTTESVILLE, Va.—Tiger Fuel Company is transforming the logos and branding at its nine gourmet-to-go convenience stores, The Markets and 10 All American Car Wash locations. The business worked with studio director Matt Thomas at Iconograph over the past eight months to bring these designs to life. The new identity marks Tiger’s 29th year of operating in the retail industry.

“We felt it was important to unify our brand family and create a more modern, consistent and professional look that accurately reflects the quality of our products and services as well as our amazing people. We’re proud to unveil an updated corporate identity that matches our focus on the future and remains inspired by our heritage,” said President Gordon Sutton in a press release.

Along with changes in design, Tiger is rolling out a new loyalty program and mobile app, a new online ordering system, new websites and new exterior and interior signage in the first quarter of 2020. “We’re excited to introduce our new loyalty program and mobile app, The Market Rewards, to better reward guests for their loyalty and make ordering our delicious sandwiches easier than ever before. We designed this program to give our customers more of the items they want, when they want them, and thank them for their loyalty to The Markets,” said Retail Director Maurice Lamarche.

The Market Rewards app will enable guests to easily earn and track points on eligible purchases at the pump and in-store and redeem points for their favorite items. Guests can participate in the Sandwich Club and Beverage Club and receive a 20-cents per gallon discount for registering their loyalty card.

Customers will be able to use The Market Rewards app or website to order ahead, pre-pay and pick up their favorite sandwiches and fried chicken. “Our ordering service will be available directly on The Market Rewards app and website, allowing a more efficient and convenient experience for our customers,” said Lamarche.

“With third-party vendors such as Grubhub or UberEats, the commissions can be very high, and we can’t guarantee that food will be delivered promptly. Our goal is that guests who order directly through our channels can pick up freshly prepared food at our Markets in a timely manner,” Lamarche said. The new online ordering and pick-up system is currently being tested at the deli locations and will be available for customers in the first quarter of 2020.

NACS Magazine featured Charlottesville-Virginia-area The Market stores in the July 2019 feature “School Daze and Party Trays.”