Marathon Loyalty Program

Part
01
of two
Part
01

Marathon MakeItCount

MakeItCount is the loyalty/ rewards program for Marathon gas stations. Consumers earn points for buying fuel and selected in-store products. Information on the program including membership fees, methods of earning and redeeming rewards, rates of earning points, the current number of members, and partnering vendors are provided below.

How it Works

Earning Points

  • To earn points, consumers can either provide their phone number/ barcode or swipe their membership card at the thousands of participating Marathon gasoline stations when making purchases. However, the availability of card swipe and barcode scan functionality will depend on location.
  • It may take up to 72 hours for MakeItCount to deposit the points. There is no limit for points earned with fuels.
  • Consumers earn 1 point for every gallon of fuel purchased for the Southwest Rapid Rewards program and 2 points for every gallon of fuel purchased for the Wyndham Program. While consumers that enroll in Target, My CentsOff, Petco, Domino’s Pizza, and the Sustain Tree Planting Program earn 20 points for every gallon of fuel purchased.
  • Consumers can also earn additional points for in-store purchases. The current rates for the Southwest Rapid program are 20 points for buying 2 C4 Energy Drinks or 1 Flipz Chocolate Pretzels; 30 points for buying a General Mills Treat Bar; 40 points for buying 1 pack of Skittles/ 2 bottles of Fiji Water/ 2 Little Debbie single-serve products/ 1 Stubb’s, Grill Mates or Old Bay/ 1 Raze Energy drink; 60 points for buying 2 TWIX Cookies and Creme or 2 V8 beverages.
  • Rates for other partner programs can be calculated using the same multipliers for fuel purchase. In other words, the rates for Wyndham Program and remaining partner programs are 2 and 20 times of the Southwest Rapid Reward program, respectively.
  • MakeItCount is now offering additional points and rewards for 2 additional achievements. Each consumer can earn 800 points once by purchasing fuel over 5 times in January. Consumers could also receive a free Android smartphone when they purchase fuel over 10 times at the station and pay $100 for 2 months of cell service.

Rewards & Members

  • Members can redeem their rewards by returning to the redemption options of the selected programs like the Southwest Rapid Rewards Program or directly through the MakeItCount website or app. Redeemable rewards include fuel discounts, Target/ Petco/ Domino's gift cards, planted trees with the Arbor Day Foundation, and gift cards/ merchandise/ flights/ hotel stays/ rental cars/ experiences with the Southwest Rapid Rewards program.
  • There is no available information on the current number of MakeItCount members.

Research Strategy

We’re unable to find any information on the current number of MakeItCount members by searching their website and articles on the internet. We suspect that the information is not readily compiled as membership numbers have not stabilized since its less than 2 years since the program launched. We first try to triangulate the growth of membership by sourcing information on the number of MakeItCount members in the past by combing through press releases to calculate the current number of members by assuming a consistent growth pattern. However, all past press releases highlighting major initiatives for the program did not disclose any membership numbers.

We then attempted to triangulate the information by multiplying the percentage of Marathon customers that signed up for the loyalty program with the total number of Marathon customers. We believed the membership figures are most reliable coming from Marathon thus we combed through the company's annual reports for the information and was looking out for possible expenditure figures for rewards that will help us perform the triangulation. While we did find membership numbers on Speedway's rewards system in the 2017 report, the information wasn't there for MakeItCount in 2018 as a whole. We also discovered that the company does not recognize potential rewards as revenue, and hence the real value of expenditure used for rewards was not disclosed.

We finally turned to third-party estimates for membership numbers from industry reports on loyalty/ rewards programs for gas stations or a wider scope. It is assumed that industry analysis and comparison will yield more reliable estimates. However, the 2018 & 2019 industry reports we found failed to mention the MakeItCount program’s market share/ size. With that, we concluded that the information on the current number of MakeItCount members is not publicly available.
Part
02
of two
Part
02

Marathon Store Format

Marathon Petroleum Corporation (MPC) is a leading downstream energy company with 16 crude oil refineries nationwide. The company also owns and operates retail outlets across its gas stations to offer a wide range of convenience store products and company merchandise. A typical MPC store size ranges from 2,500-4,000 square feet.

Marathon Petroleum Corporation (MPC)

In-Store Partnerships

Typical Square Footage of a Marathon convenience Store

  • MPC owns and operates convenience stores under the Speedway brand. According to a 2016 analysis of Speedway convenience stores, a typical store square footage ranges from 2,500-4,000 square feet.
  • Equally, a valuation report of gas and convenience stores noted that a typical convenience store at a gas station measures an average of 2,800 square feet and serves about 1,100 customers daily.
  • While existing data indicates that the average Speedway store size ranges from 2,500-4,000 square feet., MPC's convenience store formats are likely available in different sizes, i.e., smaller stores and larger stores.

Research Methodology

Most of the information regarding MPC convenience store formats came from the company website, its most recent annual report, and publicly available information across energy-related websites. However, we uncovered information regarding the average store size in square footage from a 2016 report that seemed to be the only one providing an in-depth overview of the types of foods sold across MPC stores and their average sizes. The report's findings regarding MPC's average store size concurs with data in another report analyzing gas and convenience stores, which indicates the average to be about 2,800 square feet. Therefore, the data acts as a proxy for the older information that focuses explicitly on the Speedway brand.
Sources
Sources

From Part 02
Quotes
  • "Marathon Petroleum Corporation is a leading, integrated, downstream energy company headquartered in Findlay, Ohio. The company operates the nation’s largest refining system with more than 3 million barrels per day of crude oil capacity across 16 refineries. "
Quotes
  • "Speedway stores typically feature fresh coffee during all hours of operation, as well as specialty drinks such as hot chocolate and cappuccino; a variety of fountain drinks; a deli case for prepared subs/sandwiches; and a roller grill for on-the-go hot foods, including hot dogs. "
Quotes
  • "A typical convenience store is about 2,800 square feet in size and services about 1,100 customers per day. The gas and convenience store industry is highly fragmented. Seventy percent of stores are owned by companies that have ten or less stores while 62% of convenience stores are owned by someone who has only one store."