Winn-Dixie Launches fuelperks!® to Offer North Florida/South Georgia Customers Gas Discounts at Area Shell-Branded Stations

JACKSONVILLE, Fla.--(BUSINESS WIRE)--Winn-Dixie Stores, Inc., (NASDAQ:WINN) has partnered with Excentus to launch fuelperks! — a program that allows customers to earn gas discounts at Shell-branded and other participating gas stations every time they shop in any of the 51 Winn-Dixie stores in the Jacksonville area, comprised of locations in Northeast Florida and Southeast Georgia.

“Winn-Dixie has been a great business partner for us”

“The fuelperks! program affords our customers tremendous value and helps stretch their paychecks just a little further during these difficult economic times,” said Mary Kellmanson, Winn-Dixie’s Group Vice President of Marketing. “Current Winn-Dixie Customer Reward Card holders in the Jacksonville area should visit their neighborhood Winn-Dixie to convert to the newly redesigned card to enroll in fuelperks!”

As part of the program, which launches today, the popular Winn-Dixie Customer Reward Card (CRC) has been redesigned to include a magnetic strip on the back, similar to a debit or credit card. For every $50 in qualified purchases that customers make using their new CRC at Winn-Dixie, they will receive a 5-cent-per-gallon fuel discount redeemable at any one of 67 participating gas stations (see list below). Additionally, fuelperks! Rewards are stackable – the more you spend, the more you earn. For example, if a customer spends $100, they earn 10 cents per gallon, if they spend $150, they earn 15 cents per gallon, etc.

“Winn-Dixie has been a great business partner for us,” said Brandon Logsdon, Executive Vice President and General Manager of Excentus. “We are excited to bring this program to their Jacksonville area customers and we are confident that it will be a success.”

Customers receive pertinent fuelperks! information instantly on the bottom of their sales receipts, including “fuelperks! Rewards earned for this shopping trip,” “total fuelperks! Rewards earned to date,” “expiration dates of fuelperks! Rewards earned” and “fuelperks! Rewards balance.” Customers can view their fuelperks! Rewards account balances at any time by visiting http://www.winn-dixie.com/fuelperks.

“Last year, our customers on the First Coast saved over $120 million by using their Customer Reward Card,” said Kellmanson. “Add in the potential savings in gasoline purchases by customers at the 51 Jacksonville area Winn-Dixie stores and that figure could exceed $133 million next year, demonstrating the value of the new Customer Reward Card.”

“We are excited to launch the fuelperks! Program and price roll-back functionality at all the participating Shell-branded stations across Jacksonville,” said Dan Little, Shell North America fuels marketing manager. “With 51 Winn-Dixie stores in Jacksonville and 64 conveniently located participating Shell-branded stations, it’s never been easier for consumers to save on Shell Nitrogen Enriched gasolines, including the premium gasoline, Shell V-Power®.”

CRC Benefits

Winn-Dixie’s Customer Reward Card saves shoppers money with each purchase.

CRC holders get instant discounts on hundreds of specially marked items throughout the store. And shoppers can still use manufacturers’ coupons.
CRC holders see the savings on register receipts.

Customer Reward Card items are highlighted in Winn-Dixie’s weekly circular and marked with special signs in the store. When customers present their Customer Reward Cards to the cashier, the discount will automatically be deducted.

CRC holders enjoy exclusive Winn-Dixie shoppers' rewards.
Winn-Dixie Customer Reward Card cardholders automatically participate in special programs and promotions not available to non-cardholders. It’s Winn-Dixie’s way of rewarding customer loyalty.

Winn-Dixie stores involved with the new CRC and fuelperks! program are located in Baker, Bradford, Clay, Columbia, Duval, Nassau, Putnam and St. Johns counties in Florida and in Camden and Glynn counties in Georgia. Participating gas stations in North Florida and South Georgia include Shell, Sunoco, and Citgo.

About Excentus

Excentus Corporation is the provider of the fuelperks! rewards program – a retail marketing coalition in the United States utilizing fuel as the ultimate consumer reward. Headquartered in Irving, Texas, Excentus Corp. was founded in 1996. It is a privately held company with over 150 customers in the U.S. and Canada. For more information, email marketing@excentus.com, or visit www.excentus.com.

About Winn-Dixie

Winn-Dixie Stores, Inc., is one of the nation’s largest food retailers. Founded in 1925, the Company is headquartered in Jacksonville, Fla. The Company currently operates 515 retail grocery locations, including more than 400 in-store pharmacies, in Florida, Alabama, Louisiana, Georgia and Mississippi. For more information, please visit www.winn-dixie.com.

About Shell

Shell Oil Products US, a subsidiary of Shell Oil Company, is a leader in the refining, transportation and marketing of fuels, and has a network of more than 6,100 branded gasoline stations in the Western United States. Shell Oil Company is a 50 percent owner of Motiva Enterprises LLC, along with Saudi Refining, Inc. Motiva Enterprises LLC refines and markets branded products through more than 8,300 branded stations in the Eastern and Southern United States. Shell Oil Company is an affiliate of the Shell Group [(NYSE:RDS.A) and (NYSE:RDS.B)]. For more information, please visit www.shell.com.


Participating Winn-Dixie stores in Northeast Florida and Southeast Georgia include:

Store #	Address	City
BAKER COUNTY
144	1436 S.R. 121	Macclenny

BRADFORD COUNTY
85	470 W. Madison Street	Starke

CLAY COUNTY
8	1339 Blanding Blvd.	Orange Park
40	1900 Park Avenue	Orange Park
145	248 Blanding Blvd.	Orange Park
103	1545 County Road 220	Fleming Island
135	2851 Henley Road	Green Cove Springs
138	3260 U.S. Hwy. 17	Green Cove Springs
93	2720 Blanding Blvd.	Middleburg

COLUMBIA COUNTY
81	800 S. Marion Street	Lake City

DUVAL COUNTY
6	10915 Baymeadows Road	Jacksonville
12	12333 Sago Avenue W.	Jacksonville
18	1209 Atlantic Blvd.	Neptune Beach
25	8775 Old Kings Road South	Jacksonville
37	777 Market Street	Jacksonville
51	6060 Ft. Caroline Road	Jacksonville
54	1531 Monument Road	Jacksonville
72	7534 Beach Blvd.	Jacksonville
80	9866 Baymeadows Road	Jacksonville
89	2261 Edgewood Avenue W.	Jacksonville
107	5909 University Blvd. W.	Jacksonville
123	5647 Roosevelt Blvd.	Jacksonville
141	11701 San Jose Blvd.	Jacksonville
153	7921 Normandy Blvd.	Jacksonville
161	49 Arlington Road South	Jacksonville
167	3000 Dunn Avenue	Jacksonville
174	12777 Atlantic Blvd.	Jacksonville
176	8560 Argyle Forest Blvd.	Jacksonville
177	3538 Blanding Blvd.	Jacksonville
179	11101 Old St Augustine Road	Jacksonville
190	1520 W University Blvd.	Jacksonville
191	5207 Normandy Blvd.	Jacksonville
194	5250 Moncrief Road	Jacksonville
195	11380-8 Beach Blvd.	Jacksonville
199	703 Chaffee Road	Jacksonville

NASSAU COUNTY
84	947 Amelia Plaza	Fernandina Beach
151	450078 S.R. 200	Callahan
142	550969 U.S. Hwy. 1	Hilliard
180	96076 Lofton Square Blvd.	Yulee

PUTNAM COUNTY
163	901 Hwy. 19 South	Palatka
196	1115 N. Summit Street	Crescent City

ST. JOHNS COUNTY
2	2220 County Road 210 W.	Jacksonville
5	290 Solana Road	Ponte Vedra Beach
77	1010 Ponce de Leon Blvd. S.	St. Augustine
129	3905 S.R. A-1-A South	St Augustine
182	3551 N. Ponce de Leon Blvd	St. Augustine

GLYNN COUNTY
19	220 Retreat Village	St Simons Island
60	1941 Glynn Avenue	Brunswick
97	4404 Altama Avenue	Brunswick
159	5420 New Jesup Hwy.	Brunswick

CAMDEN COUNTY
166	1351 E. Boone Avenue	Kingsland


Participating gas stations in Northeast Florida include:

Name	Address	City	State	Zip
Shell	2500 Mayport Road	Atlantic Beach	FL	32233
Shell	1982 S 8th Street	Fernandina Beach	FL	32034
Shell	10716 Atlantic Blvd.	Jacksonville	FL	32225
Shell	10910 Baymeadows Road	Jacksonville	FL	32256
Shell	11066 Old Saint Augustine Road	Jacksonville	FL	32257
Shell	11150 Lem Turner Road	Jacksonville	FL	32218
Shell	11330 Beach Blvd.	Jacksonville	FL	32246
Shell	11647 San Jose Blvd.	Jacksonville	FL	32223
Shell	13490 Atlantic Blvd.	Jacksonville	FL	32225
Shell	13800 Old Saint Augustine Road	Jacksonville	FL	32258
Shell	2250 County Road 210 W.	Jacksonville	FL	32259
Shell	2309 Edgewood Avenue W.	Jacksonville	FL	32209
Shell	247 E. 20th Street	Jacksonville	FL	32206
Shell	2685 Race Track Road	Jacksonville	FL	32259
Shell	2890 University Blvd W.	Jacksonville	FL	32217
Shell	3020 N. Main Street	Jacksonville	FL	32206
Shell	3244 University Blvd. S.	Jacksonville	FL	32216
Shell	3511 Emerson Street	Jacksonville	FL	32207
Shell	4225 Roosevelt Blvd.	Jacksonville	FL	32210
Shell	4238 University Blvd. S.	Jacksonville	FL	32216
Shell	430 W. 8th Street	Jacksonville	FL	32206
Shell	4755 Hodges Blvd.	Jacksonville	FL	32224
Shell	4991 Gate Parkway	Jacksonville	FL	32246
Shell	532 Cassat Ave.	Jacksonville	FL	32254
Shell	5640 San Jose Blvd.	Jacksonville	FL	32207
Shell	5676 University Blvd W.	Jacksonville	FL	32216
Shell	5971 Ramona Blvd.	Jacksonville	FL	32205
Shell	6010 Moncrief Road W.	Jacksonville	FL	32219
Shell	620 Chaffee Road S.	Jacksonville	FL	32221
Shell	7071 Philips Hwy.	Jacksonville	FL	32216
Shell	711 Duval Station Road	Jacksonville	FL	32218
Shell	715 N. Main Street	Jacksonville	FL	32202
Shell	7150 Merrill Road	Jacksonville	FL	32277
Shell	7750 Normandy Blvd.	Jacksonville	FL	32221
Shell	7752 Lem Turner Road	Jacksonville	FL	32208
Shell	7890 103rd Street	Jacksonville	FL	32210
Shell	818 Dunn Ave.	Jacksonville	FL	32218
Shell	860 Golfair Blvd.	Jacksonville	FL	32209
Shell	8866 Baymeadows Road	Jacksonville	FL	32256
Shell	9115 Merrill Road	Jacksonville	FL	32225
Shell	9143 Baymeadows Road	Jacksonville	FL	32256
Shell	940 Post Street	Jacksonville	FL	32204
Shell	14294 Beach Blvd.	Jacksonville Beach	FL	32250
Shell	1539 3rd Street South	Jacksonville Beach	FL	32250
Shell	3242 U.S. 441	Lake City	FL	32055
Shell	490 S. Marion	Lake City	FL	32055
Citgo	1380 S. 6th Street	Macclenny	FL	32063
Shell	1120 Atlantic Blvd.	Neptune Beach	FL	32266
Shell	11 Blanding Blvd.	Orange Park	FL	32073
Shell	1201 Blanding Blvd.	Orange Park	FL	32065
Shell	1531 County Road 220	Orange Park	FL	32003
Shell	200 Blanding Blvd.	Orange Park	FL	32073
Shell	364 Blanding Blvd.	Orange Park	FL	32073
Shell	890 Blanding Blvd.	Orange Park	FL	32065
Sunoco	167 U.S. Hwy. 17	Palatka	FL	32121
Sunoco	276 U.S. Hwy. 17	Palatka	FL	32121
Shell	195 Corridor Road	Ponte Vedra Beach	FL	32082
Shell	4360 Palm Valley Road	Ponte Vedra Beach	FL	32082
Shell	120 Center Place Way	Saint Augustine	FL	32095
Shell	146 King Street	Saint Augustine	FL	32084
Shell	216 Ponce de Leon Blvd.	Saint Augustine	FL	32084
Shell	2355 State Rd 16	Saint Augustine	FL	32084
Shell	479 N U.S. Hwy. 17	Yulee	FL	32097

Participating gas stations in Southeast Georgia include:

Shell	3319 Glynn Ave.	Brunswick	GA	31520
Shell	647 Perry Lane Road	Brunswick	GA	31525
Shell	1973 Haddock Road	Saint Marys	GA	31558
Shell	1699 Frederica Road	Saint Simons Island	GA	31522