Weigel’s Summer Kickoff Campaign Generates Record App Usage
The campaign’s first week also produced a 78% increase in new loyalty member registrations.
May 21, 2026
At the end of April, Weigel’s launched its Summer Kickoff Campaign to celebrate its 95th anniversary.
At the time, Weigel’s said that instead of focusing on one-time promotions, it structured the summer campaign around repeatable value through 95-cent dispensed beverage offers, fuel savings days, CPG discounts and bundled W Value Meals. The campaign will span 95 days of streak-based engagement, interactive trivia, spin-to-win experiences, digital scratch games and location-based check-ins.
The campaign’s first week, which included Cinco De Mayo and its associated promotions, produced the highest weekly app usage period in company history, with unique app users increasing 13% year over year and total app sessions increasing 30% year over year, the company said.
“Summer Kickoff Week has become one of our biggest engagement moments of the year because it brings every part of the loyalty experience together at once,” said Jessica Starnes, director of loyalty at Weigel’s. “From fuel discounts and food offers to sweepstakes, gamification and personalized rewards, customers are interacting with the brand in more ways than ever before.”
During the Summer Kickoff Week promotional period, Weigel’s distributed more than 40,000 free items and delivered over $187,000 in customer savings through personalized digital offers and loyalty-driven promotions.
Compared against current operating trends, the campaign generated:
• A 12% increase in customer count.
• A 78% increase in new loyalty member registrations.
• A 50% increase in MyWeigel’s Pay enrollments.
• An 11% increase in average basket size.
• A 28% increase in Game Room participation.
The company also saw year-over-year increases in overall loyalty metrics during the first campaign week, including:
• Active registered loyalty users increased 18% year over year.
• Registered loyalty transactions increased 15% week over week.
• Visit frequency increased by 7.7%.
• Loyalty penetration improved by 1.6 percentage points.
• Total customer savings increased 23%.
• Average savings per basket increased 68.6%.
Loyalty fuel transaction counts increased 8.5% year over year at comparable stores during recent fuel savings initiatives, while whole pizza sales increased 29% week over week during the promotional period, according to Weigel’s.
“We’re seeing customers engage with loyalty far beyond traditional rewards programs,” said Nick Triantafellou, director of marketing at Weigel’s. “When value, personalization, gamification, food offers and fuel savings all work together inside one connected experience, it creates stronger customer frequency and deeper engagement with the brand.”
