EG America Selects PAR Technology to Transform Customer Loyalty with their New SmartRewards Program

Rhea-AI Summary

PAR Technology (NYSE:PAR) has been selected by EG America to power the relaunch of their SmartRewards loyalty program across more than 1,500 convenience store locations nationwide. The revamped program, built on PAR Retail™, aims to transform customer engagement through personalized benefits, seamless enrollment, and dynamic one-to-one promotions.

The enhanced SmartRewards program features membership tiers, exclusive sweepstakes, and first-to-market product launches. EG America expects the program to increase customer engagement by 275% this year. The initiative leverages PAR Retail's data-driven approach to deliver personalized promotions and adapt to customer preferences in real-time.

This partnership represents EG America's commitment to digital transformation and technology-driven customer experiences, with plans to enroll millions of members in the first few months. The program will be implemented across EG America's various retail brands, including Cumberland Farms, Fastrac, Kwik Shop, and other convenience store chains.

Positive

• Partnership with major convenience store operator covering 1,500+ locations
• Expected 275% increase in customer engagement
• Implementation of advanced data-driven loyalty technology
• Expansion into convenience and fuel retail sector

Negative

• None.

Insights

Retail Technology Analyst

This partnership represents a significant win for PAR Technology in the competitive retail technology space. Securing EG America, with its 1,500+ locations across multiple convenience store brands, validates PAR's loyalty platform capabilities and expands their footprint in the convenience retail sector.

The scale of this implementation is particularly noteworthy - EG America operates major c-store brands including Cumberland Farms, Certified Oil, and Turkey Hill, giving PAR's technology exposure to millions of potential users. The projected 275% increase in customer engagement suggests EG America has substantial expectations for the platform's performance.

From a technology perspective, PAR Retail's emphasis on personalization and data-driven engagement aligns with the evolving convenience store landscape, where customer retention increasingly depends on tailored experiences rather than generic rewards. The platform's enterprise-grade capabilities mentioned in the announcement highlight PAR's focus on scalable solutions for major operators.

This deal strengthens PAR's position in the retail loyalty segment by adding a premium reference client. For investors, it demonstrates PAR's ability to secure enterprise-level contracts beyond their traditional restaurant technology base, potentially diversifying revenue streams with recurring loyalty platform subscriptions.

Customer Experience Strategist

The reimagined SmartRewards program signals a significant shift in how convenience retailers approach customer loyalty. Moving beyond transactional points-for-purchases, EG America is leveraging PAR's technology to create a data-driven engagement platform that adapts to individual preferences and behaviors.

What stands out is the emphasis on personalization at scale - delivering tailored promotions across 1,500+ locations requires sophisticated technology infrastructure. The membership tier structure, exclusive product launches, and sweepstakes mentioned in the announcement indicate a multi-dimensional approach to creating customer value.

EG America's decision to frame this as part of a broader digital transformation journey is telling. The convenience sector increasingly recognizes that customer data is a strategic asset, with loyalty programs serving as both engagement tools and first-party data collection mechanisms. By selecting PAR's platform rather than building in-house, EG America gains immediate access to enterprise-grade loyalty capabilities.

The stated goal of enrolling millions of members in the first few months demonstrates ambitious scale. If successful, this implementation could establish a new benchmark for convenience loyalty programs, moving them beyond simple discount mechanisms to genuine relationship-building platforms that influence shopping behavior through personalized engagement.

Redefining What Loyalty Means for Millions of Shoppers

NEW HARTFORD, N.Y.--(BUSINESS WIRE)-- Millions of customers, one goal: making loyalty smarter, simpler, and more rewarding than ever before. EG America, LLC, one of the largest and fastest growing convenience store operators in the U.S., has selected PAR Technology (NYSE:PAR) to power the relaunch of SmartRewards. Built on PAR Retail™, PAR’s industry-leading loyalty platform purpose-built for convenience and fuel retail, this next-generation program raises the bar for personalized customer engagement.

The reimagined SmartRewards program is more than just points and perks — it’s a future-focused investment in customer connections. With more than 1,500 locations nationwide, EG America is using best-in-class technology to create deeper relationships with its guests, offering personalized benefits, seamless enrollment, and dynamic one-to-one promotions. The program transforms everyday visits into meaningful interactions, ensuring that every engagement delivers real value and makes loyalty feel effortless.

“This relaunch represents a huge step forward for EG America and our guests,” said John Carey, President & CEO at EG America. “SmartRewards is more than a program—it’s our way of saying, ‘We see you. We value you.’ Thanks to our partnership with PAR, we’re excited to create deeper connections and unforgettable experiences for every guest.”

The revamped program goes beyond transactional rewards, offering a data-driven approach to engagement that adapts to customer preferences in real-time. With PAR Retail’s technology, SmartRewards delivers high-impact, personalized promotions that help customers get the most out of every visit. Beyond discounts, members can expect a membership tier program, exclusive sweepstakes, first-to-market product launches, and more, creating an experience that feels more intuitive, rewarding, and engaging. SmartRewards has always been a key driver for EG America’s business, and with investments in stronger technology, it is expected to increase customer engagement by 275% this year.

“EG America knows that real loyalty isn’t about handing out points and hoping for the best—it’s about influencing behavior, deepening customer relationships, and delivering outcomes," said Savneet Singh, CEO of PAR Technology. “EG America is a premium brand who was looking for a partner with a premium platform. That’s why they’re taking a smarter approach, powered by data and technology that delivers outcomes. At PAR, we don’t build ‘set-it-and-forget-it’ solutions—our platform and solutions deliver real business outcomes.”

EG America’s Investment in Future-Forward Innovation

EG America’s decision to revamp SmartRewards reflects its ongoing investment in technology-driven customer experiences. The company is leveraging PAR Retail’s enterprise-grade capabilities to build a program that scales with its growth and evolves with changing customer expectations.

“As EG America embarks on our digital transformation journey, our first milestone is the relaunch of the SmartRewards loyalty program,” said Whitney Johnson, SVP of Marketing at EG America. “To deliver personalized value to millions of members, the new program must exceed customer’s expectations. We’ve listened to our members and built a custom program tailored to their needs.”

“The flexibility and intelligence built into PAR Retail are unmatched in the c-store industry,” said Jake Kiser, General Manager of PAR Retail. “With EG America, we’re demonstrating how loyalty can drive both customer satisfaction and business outcomes.”

Looking Ahead

With the goal of enrolling millions of members in the first few months, EG America is poised to redefine loyalty in convenience retail. Powered by PAR Retail’s state-of-the-art technology, SmartRewards is more than a program—it’s a promise to make every interaction personal and rewarding.

For more information about PAR Retail's loyalty solutions and how they transform customer engagement, visit partech.com.

About EG America:

With more than 1,500 retail locations and 18,000 team members across the U.S., EG America is one of the fastest-growing convenience store retailers in the country. As the operator of Certified Oil, Cumberland Farms, Fastrac, Kwik Shop, Loaf N’ Jug, Minit Mart, Quik Stop, Sprint Food Stores, Tom Thumb, and Turkey Hill stores, we are committed to becoming America’s preferred ‘one-stop’ destination by focusing on superior guest experience, high-quality grocery and fuel products, and supporting the communities in which we live and work. EG America is owned by EG Group, a UK-based fuel station and convenience store retailer with more than 50,000 team members across the UK & Ireland, Europe, Australia, and the US. For more information about EG America, visit us at eg-america.com or follow us on LinkedIn.

About PAR Technology:

For over four decades, PAR Technology Corporation (NYSE: PAR) has been at the forefront of technology innovation in foodservice, helping businesses create exceptional guest experiences and connections. Our comprehensive suite of software and hardware solutions, including point-of-sale, digital ordering, loyalty, back-office management, and payments, serves a diverse range of hospitality and retail clients across more than 110 countries. With our "Better Together" ethos, PAR continues to deliver unified solutions that drive customer engagement, efficiency, and growth, all to make it easier for our customers to manage their operations. To learn more, visit partech.com or connect with us on LinkedIn, X (formerly Twitter), Facebook, and Instagram.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250325554036/en/

Christopher R. Byrnes (315) 743-8376

cbyrnes@partech.com, www.partech.com

Source: PAR Technology Corporation

FAQ

What is the expected customer engagement increase for PAR's SmartRewards program at EG America?

EG America expects customer engagement to increase by 275% this year with the revamped SmartRewards program powered by PAR Technology.

How many locations will implement PAR Technology's SmartRewards program?

The program will be implemented across more than 1,500 EG America convenience store locations nationwide.

What features does PAR's new SmartRewards loyalty program include?

The program includes membership tiers, exclusive sweepstakes, first-to-market product launches, personalized benefits, seamless enrollment, and dynamic one-to-one promotions.

How will PAR Technology's loyalty platform benefit EG America customers?

The platform will deliver personalized promotions, real-time adaptation to customer preferences, and create deeper relationships through data-driven engagement.