Liquid Barcodes


Sip and Save (on fuel!)

Paula Thomas, Chief Content Officer, Liquid Barcodes


A year after Dunkin’ dropped “Donuts” from its name, I for one am still struggling to get used to simply saying Dunkin’. Old habits die hard, but one thing is clear, with over 60% of its US sales coming from drinks such as coffee, Dunkin’ is laser-focused on re-positioning itself as a “beverage-led” company.

A key pillar of this strategy is its DD Perks programme which we’ve previously admired, with Dunkin’ effectively leveraging digital technology, payments partnerships and its customers’ love of coffee and baked goods to achieve an impressive membership base of over 12 million members. Before discussing its latest marketing moves, I first wanted to mention how impressed I am with how they’ve positioned the DD Perks programme so prominently on its website as a clear “sub-brand” as shown here:

DD PerksDD Perks is prominently positioned as a prominent brand on the Dunkin’ website.

And the company is showing no signs of slowing down, with a strategic focus on retail partnerships that are giving their coffee-loving customers another exciting choice as a reward option – a discount on gas with Shell, the largest fuel network in the United States, via the Fuel Rewards programme.

Dubbed “Sip Dunkin’, Save at Shell”, the rewards partnership was originally announced as a pilot in the Northeast of the country and is clearly going from strength to strength with the brands together announcing this week that the “Sip and Save” partnership now connects their two powerful loyalty programmes nationwide and also been extended throughout 2020. Described as two brands that “both play a big part in keeping Americans fueled throughout their busy day”, it shows the power of partnerships to drive mutual benefit across complementary categories.

How It Works:

Shell is the market leader for fuel in the US and operates over 13,000 gas stations across the country, leveraging the “Fuel Rewards” platform as its loyalty programme. As perhaps the only real nationwide coalition loyalty programme, members earn rewards on everyday purchases from a variety of retailers such as Dunkin and then redeem cents-per-gallon discounts as a reward. The “Sip Dunkin’, Save at Shell” partnership “allows Fuel Rewards® members with Gold Status and who are also members of the DD Perks® Rewards Programme a saving of 10 cents per gallon of gas every time they buy and swipe five drinks at a Dunkin’ location.”

Fuel Rewards“Fuel Rewards” is the only real Coalition-Style Loyalty Platform in the United States. 

The Mechanics:

  • Customers must be members of both the Fuel Rewards and DD Perks programmes.
  • Members then link their programmes on the dedicated website:
  • Fuel Rewards® members “must be gold status” to take part in the promotion. This is awarded instantly to everyone on registration, however, customers must be active (i.e complete a minimum of 6 fuel purchases within three months) to STAY at gold status. A nice and novel approach combining instant gratification with our human tendency to avoid “losing” something we’ve “earned”.
  • As an initial incentive, early adopters earn a one-off bonus discount of 25 cents per gallon for linking their cards and accounts.
  • DD Perks members then buy just five beverages and ensure they scan their membership card or app.
  • These members then automatically save 10 cents per gallon on their next fill-up at Shell when they present their Fuel Rewards® gold card. The gold card discount features a 5-cent per gallon discount which is combined with an additional 5 cent discount funded by Dunkin’.
  • Members can enjoy the promotion any number of times throughout the year.

Leveraging Loyalty Across Partners:

The United States is well known as one mature loyalty market that has not successfully created a loyalty coalition model in the way that other major markets like the UK (with the Nectar programme) and Germany (with the Payback programme) do, so it’s interesting to note that Fuel Rewards is operating the closest model as a multi-partner programme. Famous US coalition failures include the Plenti programme by American Express which allowed consumers to earn points across multiple lifestyle categories, however ultimately lacked sufficient awareness, understanding, breadth of partnerships and speed to earn rewards.

Fuel Rewards has managed to succeed with its simple, single-minded reward benefit of fuel discounts, which it claims is the single most popular reward currency that US consumers wantwith 37 percent of consumer preferring fuel discounts over credit card rewards, coupons, retailer points and instant discounts at the cash register.” Shell is is the exclusive national provider of the rewards – i.e. discount fuel purchases for eligible customers.

US PartnersSome of the US Partners Who Award Fuel Rewards® on Spend

Sip and Save

For a company that operates more than 13,000 restaurants in 41 countries worldwide, it’s fascinating to follow a loyalty strategy that is so clearly open to new ideas and truly rewarding its customers with what THEY want. Flexibility and freedom to enjoy rewards beyond “more coffee and donuts” sound like a winning ideas that will resonate for many years to come.

DNKN logo


About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialised for the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer Group, as well as Avios – the global points currency for some of the world’s top airlines. I am also a former judge for the Loyalty Magazine Awards.


Blog post

Circle K Makes a Splash With Car Wash Subscription Program in Europe

Circle K has extended its highly successful car wash subscription program to Norway after successful implementations in the United States, Canada, Denmark, Sweden and Estonia. Circle K’s vast global network of car washes has digitally transformed operations with its revolutionary car wash subscription program. First launched in Denmark and the U.S. in 2020, the program […]

Blog post

Newly Redesigned Brezelkönig App Accepts Payments and Rewards Loyalty

Swiss foodservice chain Brezelkönig releases app update which offers customers the convenience of earning rewards and paying for products with the app in stores.  The recently-updated Brezelkönig app allows pretzel-loving customers to enjoy recognition and rewards for their loyalty. Additionally, the Brezelkönig app accepts payments to make the customer experience even more convenient.  Brezelkönig is […]

Blog post

Sunshine Gasoline Introduces ACH-Only Mobile Payment for Fuel

Florida convenience retailer releases fuel payment app accepting only ACH payment, saving thousands in payment processing fees for the retailer. Sunshine Gasoline upgraded its Max Carwash App to Sunshine Brand featuring a special fuel pay program, powered by C-StorePay by Liquid Barcodes, which allows consumers to conveniently pay for fuel using the app. Customers simply […]

Blog post

2022: An Outstanding Year for Liquid Barcodes and Our Customers

In 2022, Liquid Barcodes witnessed a year of unprecedented growth with customers, products and team members. Every great business has an inspiring founding story and Liquid Barcodes’ 10-year journey is inspiring the future of loyalty. Beginning as a startup in Norway, the company opened its second office in the United States in early 2022 and […]

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Blog post

Polish Retail Leader Żabka Launches Coffee Subscription Program

Polish retail giant, Żabka introduces a monthly coffee subscription program across its vast store network. With its new coffee subscription program, Żabka Polska will certainly dominate the beverage category in Poland’s unique convenience market. In July 2022, Dr. Adam Manikowski, Managing Director of Żabka Polska, was featured on the popular Global Convenience Store Focus video […]

Blog post

Loyalty Apps Engage Customers

98% of loyalty app users love using a loyalty app and want more features from it. In September 2022, NACS published a report examining customer engagement with convenience loyalty programs. Unsurprisingly, customers feel most engaged, appreciated and valued by the stores to which they belong in a loyalty or membership program – nearly ¾ of […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes