Regional chain Ukrop's Super Markets, Inc. and Uppy's Convenience Stores, Inc. said yesterday they plan to launch a pilot program of the Fuelperks! fuel discount initiative in the Richmond, Va. Area. It is the same fuel rewards program made popular by Giant Eagle in Pittsburgh.

The program will offer substantial price reductions at initially 14 gas stations operated by Uppy's and supplied by Southside Oil. The number of stations will increase daily to 30-plus by the end of the summer, according to the companies.

Just a few days before, Milwaukee-based grocer Roundy's Supermarkets, Inc. also said it would launch a Fuelperks! program in its marketing area.

Giant Eagle spokesman Robert Borella confirmed yesterday that there's a connection to Giant Eagle, which is based in Pittsburgh and does not compete with either Ukrop's or Roundy's. "We have a business relationship with the backend technology provider [Excentus] that permits the technology and the brand to be licensed to certain retailers," he told Progressive Grocer.

Ukrop's said the Fuelperks! loyalty program will reward customers with savings of 10 cents per gallon of fuel for every $50 of groceries they buy at any Richmond-region Ukrop's location or Joe's Market.

The discounts, which can add up over multiple grocery purchases, are for up to 20 gallons of fuel per transaction. For example a customer spending $100 at Ukrop's will earn a discount of 20 cents per gallon, while a shopper spending $250 will earn a discount of 50 cents per gallon, and a $500 tally will net a discount of $1 per gallon.

The Fuelperks! discount is valid for one use, for up to 20 gallons. After customers redeem their rewards, they start earning a new discount based on their qualifying grocery purchases.

Ukrop's Super Markets operates 28 retail food stores; Joe's Market, a regional specialty market; a central bakery and kitchen, and a distribution center.

Uppy's Convenience Stores, Inc. is a Richmond-owned retailer based in Chester, Va.