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The Innercircle is a free membership program that offers Circle K loyalty customers rewards on fuel and food, as well as personalized offers.

Couche-Tard to expand rollout of Circle K loyalty program

The Innercircle platform already launched across 430 stores in Florida

Couche-Tard is rolling out its Circle K loyalty program, the Innercircle platform, across various U.S. markets after going live with the initiative across 430 stores in Florida.

The Innercircle is a free membership program that offers Circle K loyalty customers rewards on fuel and food, as well as personalized offers. 

The company first launched the program across its Florida network at the beginning of the summer, and after receiving positive feedback from customers, is now planning another rollout. The loyalty program expansion was acknowledged during the results for the first quarter of fiscal year 2024.  

Brian Hannasch, president and CEO of Couche-Tard, said, “We have just introduced Innercircle in one of our largest business units, Grand Canyon, and plan to expand to more business units, starting in the southeast of the U.S., as the year progresses.”

During the Q1 results announcement Sept. 6, Hannasch also announced “a good first quarter of our new fiscal year” with Canadian operations leading the way with strong performances in both convenience and fuel.

Net earnings for the first quarter of its financial year were $834.1 million, down from $872.4 million a year earlier. The Laval, Que.-based convenience store chain reported revenue at $15.6 billion, down 16.3% from a year ago due in part to lower fuel prices.

Total merchandise and service revenues for the 12-week period ended July 23 were $4.3 billion, up 5% from a year earlier.

Same-store sales for Alimentation Couche-Tard continued to grow in all Canadian business units with the packaged beverages category “performing exceptionally well.” 

Fuel volumes also grew significantly in this region. Across North America, Hannasch said that the company is seeing benefits from promotional initiatives including recurring fuel days, which are contributing to volume growth. 

The first-ever global Couche-Tard/Circle K Day took place at the end of August, with limited-time food and fuel discounts across its network from Hong Kong to Europe, and coast to coast in North America. “With inflationary conditions continuing across the globe, our focus has remained on providing value and ease to our customers both inside our stores and on our forecourts,” Hannasch said.

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