Schnucks' new loyalty app funnels restaurant, gas points to grocery

Schnuck Markets is expanding its loyalty program beyond the grocery aisles to restaurants, fueling stations and other retailers through a new co-branded app with Upside, the rewards tech company announced Wednesday. 

Members of the grocer’s loyalty program, Schnucks Rewards, will be prompted to download the Upside app, which will give them access to Upside offers within the Schnucks Rewards app.  

Upside offers will also include participating restaurants and fuel retailers within the tech company’s digital marketplace. Rewards earned through Upside’s offers can be redeemed through a participant's Schnucks Rewards account, the tech company said.  

Schnucks is piloting the app team-up at seven locations in Evansville, Indiana. 

“Schnucks is always looking for opportunities to provide our Schnucks Rewards members with unique programs and opportunities to save,” said Bob Hardester, Schnucks SVP/CIO and chief supply chain officer, in a statement. “Our collaboration with Upside and the launch of this co-branded app pilot in Evansville showcase our commitment to delivering value and supporting the community.” 

Tyler Reaghan, Upside vice president of grocery, said in a statement that Upside's AI-powered personalized offers with local retailers and its grocery offers complement one another.  

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“Our data proves Upside’s effectiveness in attracting new loyalty sign-ups in a cost-efficient manner,” he said in a statement. “With Schnucks, we’re taking it a step further with our new co-branded app, a tool we’re confident will play a pivotal role in helping the company achieve its loyalty program goals.” 

Schnucks began working with Upside in October 2021 and has since captured $20 million in net profit for the grocer, through $90 million in sales. That translates to a 43% return on Schnucks’ investment, the tech company said.  

The expanded partnership is more good news for Upside, which announced in September that it was also growing its relationship with Heritage Grocers Group. Upside, which provides mobile app services for Heritage’s 57 Cardenas Markets, 29 El Rancho Supermercado stores and 21 Tony’s Fresh Market locations.