By Greg Lindenberg on Jan. 21, 2020

CHARLOTTESVILLE, Va. — Tiger Fuel Co. has updated the branding at its nine The Market convenience stores and 10 All American Car Wash locations, and it has added a new loyalty program and mobile app. The customer-focused moves follow a wage increase and new employee benefits that the company said are intended to attract and retain the best employees in the region.

Tiger Fuel worked with studio director Matt Thomas at Iconograph over the past eight months to design the new logos and branding, the company said.

“We felt it was important to unify our brand family and create a more modern, consistent and professional look that accurately reflects the quality of our products and services as well as our amazing people,” said Gordon Sutton, president of the Charlottesville, Va.-based convenience-store chain. “We’re proud to unveil an updated corporate identity that matches our focus on the future and remains inspired by our heritage.”

Along with changes in design, Tiger is rolling out a new loyalty program and mobile app, a new online ordering system, new websites and new exterior and interior signage in the first quarter of 2020, said the company.

“We’re excited to introduce our new loyalty program and mobile app, The Market Rewards, to better reward guests for their loyalty and make ordering our delicious sandwiches easier than ever before,” said Maurice Lamarche, Tiger Fuel’s retail director. “We designed this program to give our customers more of the items they want, when they want them, and thank them for their loyalty to The Markets.”

The Market Rewards app will enable customers to earn and track points on eligible purchases at the pump and in-store and redeem points for their favorite items. Customers can participate in the Sandwich Club and Beverage Club and receive a 20-cents-per-gallon discount for registering their loyalty card.Customers will be able to use The Market Rewards app or website to order ahead, prepay and pick up sandwiches and fried chicken.

“Our ordering service will be available directly on The Market Rewards app and website, allowing a more efficient and convenient experience for our customers,” Lamarche said. “With third-party vendors such as Grubhub or Uber Eats, the commissions can be very high and we can’t guarantee that food will be delivered promptly. Our goal is that guests who order directly through our channels can pick up freshly prepared food at our markets in a timely manner.”

The chain is testing the new online ordering and pickup system at its deli locations, and the system will be available for customers in first-quarter 2020.

Meanwhile, in November, all of the approximately 170 employees at The Markets received an 11% wage increase, on average. The wage and salary increases varied by position, experience, tenure and other variables. To make these raises possible, Tiger Fuel invested more than $300,000 more on wages than in the previous year.

“As a family-owned and -operated business, we strive to provide our team with a great workplace, the best benefits and the ability to build a long and rewarding career at Tiger,” Lamarche said. “We’re proud to invest in our employees and know it will inspire everyone to be the best version of themselves and provide the best customer service experience in our community.”

Earlier in 2019, the company partnered with CareTeam to open a new health center dedicated to employees and their families. Employees can schedule appointments and be seen by a full-time nurse practitioner. Preventive visits are free and all other visits require a small copay of $25.

“We are deeply committed to investing in our people and designing a benefits package, called Tiger Life Care, that supports our employees’ overall health, wealth and quality of life,” said Ryan Whitlock, director of human resources. “In addition to health insurance and vacation benefits, Tiger Fuel offers a 401(k) retirement plan, financial wellness support, employer paid life and disability insurance, an employee assistance program, subsidized gym membership, employee discounts on fuel and car washes and a holiday bonus.”

Tiger Fuel is a family-owned business established in 1982 with the purchase of an Exxon-branded petroleum distributor in Charlottesville. It is a full-service petroleum product distributor to central Virginia and offers the Exxon, Shell, BP and CITGO brands, as well as its own private label, Excel.