Yesway, Inc. (YSWY) is deploying a layered holiday promotional platform across its 420-plus Yesway and Allsup's convenience stores in eight states, running November 4, 2026 through January 5, 2027. The campaign bundles new foodservice LTOs, a 12-day sequential loyalty giveaway, weekly free-product offers, fuel rewards stacking, and a sweepstakes with a vehicle grand prize — a broad engagement play designed to lift visit frequency and deepen rewards-app enrollment during the c-store segment's most competitive traffic window.
The Foodservice Hook
The campaign's centerpiece is "Red or Green…or Christmas?," a limited-time chile showdown built around two new SKUs: Hatch Red Chile Salsa and Hatch Green Chile Salsa, priced at 49 cents each when added to a hot food purchase. The attachment mechanic is straightforward — pair the salsa with a hot item, including the chain's signature Allsup's deep-fried burrito, and scan a QR code to register a vote on a live leaderboard at Allsups.com/RedOrGreen. Buying both salsas in the same transaction casts a "Team Christmas" vote. The construct converts a condiment add-on into a repeat-visit driver, nudging customers to return and check standings — a low-cost engagement layer that keeps foodservice top of mind across the promotional window.
Beyond the chile promotion, Yesway is offering value bundles targeting multiple dayparts: a burrito-and-Pepsi 20-ounce combo for $5, a breakfast biscuit or croissant with 16-ounce coffee for $5, a corn dog and fountain drink for $4, and a 20-ounce fountain beverage for $1. These price points position Allsup's against fast-food value menus at a moment when QSR operators are themselves leaning hard on combo deals to defend traffic share.
Loyalty and Fuel Stacking
The rewards-program mechanics add incremental visit pressure. From December 13 through December 24, Yesway and Allsup's Rewards members receive a different free item each day — ranging from Celsius and Reign Storm energy drinks to Reese's, Snickers, and a 1st Phorm protein bar — redeemable by entering a mobile number at checkout. The sequential structure mirrors tactics used by larger convenience and grocery loyalty programs to string together consecutive-day visits, a proven frequency driver in the channel.
The "Allways Thursday" weekly free-product program runs in parallel, offering items including Jack Link's beef sticks, Hi-Chew, and Minute Maid on successive Thursdays through December 31. Layered on top is Stack & Save, which lets Rewards members earn per-gallon fuel discounts — up to 25 cents off per gallon when purchasing three BODYARMOR 28-ounce beverages — a mechanic that ties center-store basket building directly to the fuel forecourt, a differentiator c-store operators hold over restaurant competitors.
The Big Fill Truck Sweepstakes, running concurrently through January 5, 2027, adds an aspirational layer: 48 weekly first-prize winners each receive a $66 fuel card, one annual winner receives a $2,500 fuel card redeemable as free fuel for a year, and one grand-prize winner drives away in a 2026 Ford F-150 Lariat. Entry is tied to qualifying in-store purchases, reinforcing basket-building behavior.
Competitive Context
Yesway's holiday push arrives as convenience-store operators broadly invest in proprietary foodservice programs to defend margin against both QSR drive-thru and grocery prepared-foods competition. The chain's 420-unit footprint — built through acquisitions and 92 new-store openings since 2015 — gives it regional density in the Midwest and Southwest to execute coordinated LTO campaigns at meaningful scale. For more on c-store foodservice trends shaping operator strategy, see our coverage of emerging c-store foodservice programs and loyalty program mechanics in convenience retail.
Tom Trkla, Chairman, President and Chief Executive Officer of Yesway, framed the initiative as a value-and-engagement combination: the chain wants every store visit during the season to deliver tangible savings alongside a moment of discovery, whether through a new chile salsa or an unexpected free reward.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
