Alltown Fresh provides seamless customer experience via new app

Dan Berthiaume
Senior Editor, Technology
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Alltown Fresh
Alltown Fresh is unifying its loyalty and online ordering offerings on a new mobile app.

A Northeast convenience retailer is integrating loyalty and online ordering features into its mobile app.

Alltown Fresh, a convenience store brand that is part of Global Partners LP, has launched its new customer loyalty program, online ordering and delivery service, and mobile app on the Paytronix platform. Its Fresh with Benefits loyalty program, in conjunction with the Paytronix-designed Alltown Fresh mobile app, enables customers to place food orders, make contactless payment, and earn and redeem rewards.

Mobile and online orders have quickly become a key part of overall sales for Alltown Fresh, with the majority of them being for either takeout or curbside pickup. Customers can alert the store about their arrival using the app, helping create a frictionless curbside experience. Through the Paytronix FEEDback tool, customers can provide commentary and critique about their in-store experience.

The Fresh with Benefits loyalty program provides customers with savings every time they use the new Alltown Fresh app or their registered phone number when buying fuel or making in-store purchases. The rewards they earn are redeemable in-store or at the pump, and a managed wallet eases contactless payment.

Since the app is fully integrated with the loyalty program, customers are also able to track their progress toward the next reward. Paytronix custom-designed the Alltown Fresh app Paytronix to promote customer engagement. This includes features such as custom order capability for all items on the menu, aimed at customers requiring gluten-free, vegan, vegetarian, or allergen-free dishes. Custom ordering also benefits customers who want food prepared a specific way, like having extra avocado on their toast. The user-friendly app has an intuitive design designed to enable easy navigation.

Alltown Fresh has been focusing on mobile-enabling a more convenient customer experience since the beginning of the year. In January 2021, the retailer began offering direct payment for fuel via mobile device at all 30 Alltown gas stations in Massachusetts. The retailer is utilizing PayBy Car, a payment solution that enables consumers to purchase gas from their car without handling cash, a credit or debit card, or a mobile app.

PayByCar recognizes the E-ZPass electronic toll transponder of a customer’s car and sends a text to their smartphone. Customers then reply with the pump number and PayByCar automatically turns that pump on, registers the transaction, charges a pre-enrolled payment card, and sends an e-receipt.  Customers who do not have an E-ZPass toll transponder on their car can use PayByCar’s own non-toll sticker to enroll.

“We’re thrilled to launch this first-of-its-kind Alltown Fresh app to our customers,” said Joanna Linder, VP of marketing, Alltown Fresh. “The ability to custom-order your sandwich, smoothie, or salad – and use the same app to fuel your car and pay without touching the PIN pad – is a game-changer. Plus, guests earn points with every food and fuel purchase through our new Fresh with Benefits loyalty program, resulting in valuable rewards that fit our guests’ lifestyles. It’s the latest example of our commitment to anticipating customers’ needs and providing exceptional food, service, and hospitality.”

Alltown Fresh has locations in Massachusetts, Connecticut, and New York, with more openings planned. It is part of the Global Partners LP family of brands, one of the Northeast’s largest independent owners, suppliers, and operators of gasoline stations and convenience stores, with 1,500+ locations in the U.S. and Canada.