Kwik Fill Selected PAR Retail as Technology Partner

The United Refining Company subsidiary has chosen the platform to overhaul its customer loyalty program.

Updated on Sept. 23, 2026 in Business Strategy

Close-up detail of modern, clean fuel pump housing and structural steel canopy components at an American service station. — United Refining Company's Kwik Fill subsidiary has tapped PAR Retail to lead a multi-year overhaul of its customer loyalty platform. AI Illustration. Upload story photo >

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Kwik Fill has selected PAR Retail as a strategic technology partner to rebuild its loyalty program. The fuel retailer aims to leverage new digital tools to enhance guest engagement across its network.

Why it matters

By adopting this new guest engagement platform, the company intends to deliver more personalized experiences for its customers. The move also establishes a long-term foundation for future growth and retail innovation.

Kwik Fill has integrated the PAR Retail guest engagement platform and PAR Intelligence tools as part of this new partnership. The project focuses on centralizing customer engagement data to provide enterprise-wide insights.

The players

Kwik Fill

Kwik Fill is a fuel retailer and subsidiary of the United Refining Company.

PAR Retail

PAR Retail is a technology provider that specializes in guest engagement platforms and data intelligence tools for the retail sector.

United Refining Company

United Refining Company is the parent organization of Kwik Fill.

The details

Kwik Fill, a subsidiary of United Refining Company, is migrating its loyalty infrastructure to the PAR Retail ecosystem. This transition allows the company to integrate customer data more effectively to support personalized marketing and service strategies.

The partnership between the two companies was officially announced on September 23, 2026.

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Market Landscape

The retail sector is currently undergoing a broad shift as legacy fuel companies replace aging customer systems with unified data platforms. This move positions the firm to remain competitive against other retailers investing heavily in digital customer retention strategies.

Customers can expect changes to how they interact with the loyalty program as the new digital platform is implemented. These upgrades are designed to provide a more tailored shopping experience based on individual engagement preferences.

The takeaway

Retailers are increasingly turning to unified intelligence tools to keep pace with modern customer expectations for rewards programs. Implementing such systems requires careful data integration to ensure that personalized experiences actually reach the intended consumer.