Updated offering supports more than 300 store locations with all-in-one rewards experience, mobile ordering, and fuel payments
Waltham, Mass. (June12, 2025) – Global Partners, a leading independent liquid energy supplier and retail operator, is excited to unveil its new mobile app and revamped loyalty program, Bee’s Knees Benefits. Designed to unify and enhance the loyalty and digital experience across Global’s family of convenience store brands, including Alltown Fresh®, Alltown, and XtraMart®, the new program and corresponding app offer a powerful mix of features and benefits, including exclusive promotions, personalized rewards, mobile ordering, and in-app fuel payments.
“Our priority is to ensure we’re delivering a consistent and elevated guest experience every day,” said Laura Derba, Global Partners Senior Vice President of Retail Operations. “This new, unified offering allows us to do just that – providing more convenience, more reasons to engage with us, and more ways to save.”
A Unified Loyalty Approach
The unified Bee’s Knees Benefits program consolidates multiple previous loyalty programs—such as Fresh with Benefits™ and Alltown Neighborhood Perks™—into one easy-to-use platform, powered by Paytronix. Members earn points for every dollar spent in-store and every gallon of fuel purchased. In addition, they enjoy special savings in-store and can earn and redeem rewards on everyday purchases like fresh food, coffee, snacks, and fuel. Additional perks include a generous $5 in-store reward or .50 off per gallon on your first fill-up as a member (up to 20 gallons), free coffee, free fountain drinks, and special birthday rewards. The program is free to join and available at more than 300 participating locations across states in the Northeast, Mid-Atlantic and Texas.
To keep the program top-of-mind with members, the Global team executes a robust loyalty communications plan made up of cross-channel tactics. Targeted emails, SMS and in-app messaging align with seasonal campaigns, in-store signage, and digital efforts to ensure a consistent loyalty presence across all touchpoints –digital and brick-and-mortar.
A Best-in-Class Mobile App
Built on the Rovertown platform, the Bee’s Knees Benefits app delivers a seamless, brand-consistent digital experience designed to meet the needs of today’s convenience-driven shopper. With features like mobile ordering for fresh food (with pickup and delivery options where available), in-app fuel payments, and contactless checkout via Apple Pay and Google Pay, the app reduces friction and makes it easier than ever for guests to pay and engage on the go. Guests can also use the app to locate nearby stores, view exclusive promotions, and receive personalized offers—all from an interface that’s clean, intuitive, and easy to navigate.
Bee’s Knees Benefits members can unlock exclusive offers and discounts simply by downloading the app and signing up. With real-time updates and a clear view of rewards progress, guests can track their journey toward top tier, “V.I.Bee” status and enjoy increasing levels of savings. They can also unlock app-only deals, including secure offers for age-restricted items. Whether ordering lunch or earning perks, the Bee’s Knees Benefits app is designed to deliver speed, simplicity, and value with every visit.
“This isn’t just a new app—it’s a strategic step forward in how we connect with our guests,” said Kabren Levinson, Global Partners Vice President of Consumer Strategy. “We’ve built a flexible, future-ready digital platform that enhances the guest experience while supporting our long-term growth.”
A Differentiated Loyalty Brand
Designed with a spirit of playfulness and approachability, the new Bee’s Knees Benefits brand aims to make every day a little sweeter. With a refreshing look and a hint of reimagined nostalgia, the tone and visuals are intentionally warm and inviting, creating the sense of a conversation with a trusted friend or neighbor.
“The phrase ‘bee’s knees’ has long been associated with excellence and delight, so we knew we had to deliver on that promise,” said Joanna Linder, Vice President of Marketing at Global Partners. “We had a lot of fun developing the branding. Our goal was to create something that not only encourages engagement and brand loyalty but also brings a genuine smile to our members’ faces.”
To learn more or download the app, visit www.beeskneesbenefits.com or find it today on the Apple App Store and Google Play. Global Partners’ portfolio of retail markets includes Alltown Fresh®, Alltown, XtraMart, Honey Farms, Jiffy Mart, Wheels, T-Bird, and others.
About Global Partners LP:
Building on a legacy that began more than 90 years ago, Global Partners has evolved into a Fortune 500 company and industry-leading integrated owner, supplier, and operator of liquid energy terminals, fueling locations, and guest-focused retail experiences. Global operates or maintains dedicated storage at 53 liquid energy terminals—with connectivity to strategic rail, pipeline, and marine assets—spanning from Maine to Florida and into the U.S. Gulf States. Through this extensive network, the company distributes gasoline, distillates, residual oil, and renewable fuels to wholesalers, retailers, and commercial customers. In addition, Global owns, operates and/or supplies more than 1,700 retail locations across the Northeast states, the Mid-Atlantic, and Texas, providing the fuels people need to keep them on the go at their unique guest-focused convenience destinations. Recognized as one of Fortune’s Most Admired Companies, Global Partners is embracing progress and diversifying to meet the needs of the energy transition.
Global, a master limited partnership, trades on the New York Stock Exchange under the ticker symbol “GLP.” For additional information, visit www.globalp.com.
Media Contact:
Reid Lamberty, Senior Communications Advisor
516-305-1210