Global Partners unveiled its new mobile app and revamped loyalty program, Bee’s Knees Benefits, according to a press release sent to NACS. “Designed to unify and enhance the loyalty and digital experience across Global’s family of convenience store brands, including Alltown Fresh, Alltown and XtraMart, the new program and corresponding app offer a powerful mix of features and benefits, including exclusive promotions, personalized rewards, mobile ordering and in-app fuel payments,” the retailer said.
Global Partners said the unified Bee’s Knees Benefits program consolidates multiple previous loyalty programs—such as Fresh with Benefits and Alltown Neighborhood Perks—into one platform, powered by Paytronix. Members earn points for every dollar spent in-store and every gallon of fuel purchased, get special savings in-store and can earn and redeem rewards on everyday purchases.
Additional perks include a $5 in-store reward or 50 cents off per gallon on your first fill-up as a member (up to 20 gallons), free coffee, free fountain drinks and special birthday rewards. The program is available at more than 300 participating locations across states in the Northeast, Mid-Atlantic and Texas.
“This isn’t just a new app—it’s a strategic step forward in how we connect with our guests,” said Kabren Levinson, Global Partners vice president of consumer strategy. “We’ve built a flexible, future-ready digital platform that enhances the guest experience while supporting our long-term growth.”
Built on the Rovertown platform, the app has features like mobile ordering for food (with pickup and delivery options where available), in-app fuel payments and contactless checkout via Apple Pay and Google Pay.
“The phrase ‘bee’s knees’ has long been associated with excellence and delight, so we knew we had to deliver on that promise,” said Joanna Linder, vice president of marketing at Global Partners. “We had a lot of fun developing the branding. Our goal was to create something that not only encourages engagement and brand loyalty but also brings a genuine smile to our members’ faces.”
In other recent loyalty app news, last month North Carolina-based Minuteman Food Mart launched a redesigned mobile app and new brand icon, “marking the start of a refreshed era for the company and its loyal guests across the Carolinas.”