DES MOINES, Iowa – Yesway, a Des Moines-based convenience store chain, announced the launch of its new customer loyalty program, Yesway Rewards.

The proprietary customer loyalty program was developed in collaboration with Paytronix. The program rewards Yesway customers with a friendly and fun currency called “Smiles” for each dollar spent on fuel or in-store merchandise. Smiles can be redeemed for items like free fountain drinks, iced tea and Yesway-branded coffee, free roller grill items and candy, and free Yesway fountain travel mugs. The program will also include the roll-out of Yesway’s Beverage Club, which rewards any customer who buys five hot or cold beverages with the sixth one free.

“We’re thrilled to now offer our customers even more reasons to shop at Yesway stores with our new Yesway Rewards customer loyalty program” said Darrin Samaha, vice president and brand manager for Yesway. “It is so easy to use, either with the card or our new loyalty app. We designed this program specifically to give our customers more of the items they want, when they want them, and also to give us a unique way to get to know our customers at a deeper level and most importantly, to thank them for their loyalty to our brand.”

For a limited time, Yesway is offering an extra reward in celebration of the Yesway Rewards program launch: a discount of $0.10/gallon of gas (limit 20 gallons) on the next visit after signing up for the Yesway Rewards program.

To support the program launch, Yesway team members will spend part of the summer on a multi-city “Yesway Block Party” tour, visiting select Yesway locations and treating customers to fun-filled activities, giveaways, music and food sampling. They will also be on hand to assist customers with signing up for the program.