Recent Press Releases - Article

UK RELEASE: UK LAUNCH OF UNIQUE REWARD CARD - 4 February 2005

RoadChef, the UK motorway service area ("MSA") operator, is today launching its first Rewards programme, Roadcard, based on the unique Visible Results GraphiCard technology in a four month pilot scheme.

The pilot scheme will run at RoadChef's Strensham MSA on the M5 and the Stafford MSA on the M6. If successful then the programme will be extended to the remainder of RoadChef's 20 nationwide sites.

This is the first time this state of the art card has been adopted in the UK.

The card is a significant advance on previous offers being a thermal read/write card that has the unique feature of changing each message within the 3 sections on the silver area every time the card is used. This unique feature allows the customer to instantly see their current points total and view how many they need to collect before their next reward.

Customers will automatically be awarded RoadChef discount vouchers for every 100 points they collect with the ultimate prize of a European flight ticket awarded after collecting 600 points. In addition to collecting points the customer gets the chance to win instant prizes by matching 3 symbols printed on the card.

Customers will receive one point for every 25p spent at RoadChef. RoadChef believes that this card will prove popular with its customers and encourage loyalty to their sites. As a result, it hopes to increase its understanding of its customers and thus be able to improve customer satisfaction.

The Card has proved extremely successful around the world with retailers and brands such as Blockbuster, Body Shop, Budweiser, Virgin Music and BP Oil.

Martin Grant, Chief Executive of RoadChef said: "This is a loyalty card for the 21st century, offering our customers a far easier way to access the benefits of our Rewards programme. Similarly, by accessing this new technology we can benefit by gaining a deeper understanding of our customers."

About RoadChef

RoadChef operates 20 Motorway Service Areas throughout the UK. Over the last three years RoadChef has invested £30m in a major investment programme to help RoadChef become the best operator of MSAs in the UK. RoadChef currently has a 26% market share and attracts 65 million visitors per annum.

www.roadchef.com