RaceWay, a 240-store operator under the parent company RaceTrac, is launching a new customer loyalty program—RaceWay Rewards. This is the first loyalty program for the company, which operates in 11 states. The retailer is partnering with PAR Technology to power the program, according to a press release.

“Our team is excited to unveil our first customer loyalty program, RaceWay Rewards, which will enable us to further strengthen customer connections while still providing our signature ‘hometown store’ identity,” said Kamran Din, director of revenue growth management at RaceWay. “Our partnership with PAR allows us to leverage personalized, data-driven technology to turn every customer engagement into an opportunity to build brand loyalty.”

PAR Technology said the new program is designed to give customers “tailored offers, while also helping franchisees drive repeat visits, increase engagement and build lasting customer loyalty.”

“RaceWay Rewards will greatly enhance the guest experience in the convenience and fuel industry. Together, we will deliver meaningful savings to thousands of customers across the country every day—an advantage that’s becoming increasingly important to today’s value-conscious consumers,” said Savneet Singh, CEO of PAR Technology. “PAR Retail’s integrated system of solutions is engineered to scale and adapt with brands, bringing together real-time data analytics, personalized interactions, and forward-thinking innovation to drive meaningful business outcomes.”

Last week, RaceTrac partnered with Relay Payments to offer digital payments at all RaceTrac and RaceWay truck-accessible locations. It also tapped Sensolus, a provider of industrial IoT solutions, to “deploy tracking technologies for critical parts transported between store locations and distribution centers, helping to deliver on RaceTrac's focus on efficiency and exceptional customer service.”