Excentus Takes Over Fuel Discounts in New England

CHRISTINA VEIDERS

DALLAS — Excentus Corp. here will pick up the service operation now being provided by Override, a rival fuel rewards and technology provider, to its customers — namely Shaw's Supermarkets, a Supervalu banner, and Dunkin' Donuts in New England, the company announced this week.

Scott Wetzel, vice president of marketing, told SN that Override, owned by Fort Reliance, a Canadian holding company for Irving oil energy businesses, decided to close their operation.

"We are working with their customers as part of a succession strategy so we can bring them over to our technology and keep the fuel reward program going," he said. The transition will take place on July 15.

The decision follows an intellectual property lawsuit brought by Override against Excentus and the pullout of Shaw's in the Connecticut market earlier this year.

It was unclear how many participating retail locations are involved, but in 2009 Override serviced 1,707 Dunkin' Donuts locations in Vermont, Maine, New Hampshire, Massachusetts and Rhode Island, according to a company release. The company reported 78 participating Shaw's stores in the New England region as of October 2008.

A spokesman for Override could not be reached for comment. Representatives from Fort Reliance declined to comment.

Retailers have the option to cease the program at the end of their contracts, continue with Excentus on running a fuelperks! Reward Program or a private label program, or find another service provider, said Wetzel.

In related news, Jacksonville, Fla.-based Winn-Dixie Stores rolled out Wednesday fuelperks! Rewards to 54 stores in New Orleans, Baton Rouge and the Lafayette area of Louisiana.