What Journie Rewards does

Journie Rewards is a Canadian consumer loyalty program owned and operated by Parkland Corporation (TSX: PKI), unifying fuel and convenience purchases across Parkland's 1,200+ retail locations under five banners (On the Run, Chevron, Pioneer, Ultramar, and Fas Gas Plus) into a single digital account. Members earn 1 point per litre of fuel, 2 points per dollar spent in-store, and 3 points per kWh at On the Run EV Fast Charge stations, unlocking rewards at three cyclical thresholds (75, 150, and 300 points) with options including 7¢/L off gas, a $5 in-store discount, and 300 Aeroplan points, and the cycle resets on Third Level redemption. The mobile application (iOS and Android) functions as the digital loyalty card, points tracker, deal browser, and EV charging controller, with payment processing integrated for Apple Pay, Google Pay, Visa, Mastercard, and American Express, and account-linking integrations with CIBC (up to an additional 10¢/L fuel savings) and Aeroplan.

The underlying platform spans both consumer and business audiences. On the consumer side, partner integrations include promotional trade deals with Red Bull, Monster Energy, Lay's (Frito-Lay), Nestlé (Häagen-Dazs, Baskin Robbins), and CanaDream, plus distribution of On the Run products through Uber Eats, DoorDash, and Skip the Dishes. On the business side, the TransAction Fleet Card serves fleet operators at 1,000+ stations with fraud controls, transaction reporting, and account management via the Pipeline Commercial portal. EV charging infrastructure (180-400 kW ultra-fast, CCS/NACS compatible) is being deployed in British Columbia, Ontario, and Quebec with co-funding from Natural Resources Canada, Clean BC, and Quebec's PEV program.

The business model is not direct monetization of the loyalty platform. Journie is a retention and traffic-driving layer for Parkland's retail fuel and convenience network; revenue accrues to Parkland through increased fuel sales, convenience store merchandise, car washes, EV charging sessions, and fleet card transactions, supplemented by promotional co-marketing arrangements with brand partners. The program is free to join, available to Canadian residents 16+, and operates across all provinces and territories.

Name

Journie Rewards

Legal name

Parkland Corporation

Website

https://journie.ca

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Journie Rewards is Parkland Corporation's Canadian consumer loyalty program, unifying 1,200+ fuel and convenience locations across On the Run, Chevron, Pioneer, Ultramar, and Fas Gas Plus under a single mobile app-based points system with CIBC and Aeroplan partner integrations and an integrated EV charging network.

Ownership category

akta.pro rank

Product category

Fuel and Convenience Loyalty Program

akta.pro primary industry

Loyalty, Rewards & Incentive Programs (BPAFAMAE)

akta.pro secondary industry

Rewards, Incentives & Gift Card Program Services (MPAAAIAG)

Keywords

• Fuel loyalty program
• Convenience rewards
• Mobile loyalty app
• EV charging rewards
• Fleet fuel management

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Retail Fuel & Convenience Sales: Journie Rewards is operated by Parkland Corporation to drive customer loyalty and repeat visits to Parkland's retail fuel and convenience store network. Revenue is generated through fuel sales (gasoline, diesel), convenience store merchandise, car washes, and EV charging at Parkland-branded stations including On the Run, Chevron, Pioneer, Ultramar, and Fas Gas.
2. Partner Integration Fees / Cross-Promotion: Parkland earns revenue through increased transaction volume driven by the loyalty program and partner integrations with CIBC and Aeroplan, where linked card payments yield additional fuel savings to consumers and drive volume for Parkland stations.
3. EV Charging Sessions: Parkland generates revenue from ultra-fast EV charging (up to 400 kW) at On the Run EV Fast Charge stations, billed per kWh via the Journie app or credit/debit card at participating terminals. EV charging earns 3 points per kWh under the loyalty program.
4. TransAction Fleet Card Program: Parkland offers the TransAction Fleet Card for business customers, enabling fuel management and purchase controls across Parkland's network of 1000+ retail gas stations. Revenue is generated through fuel transactions processed via fleet cards, with fraud controls and reporting for business fleet operators.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels5 records

Core offering

Journie Rewards is a free, mobile-first loyalty program that lets Canadian consumers earn points on fuel purchases (1 point/litre), in-store convenience purchases (2 points/dollar), and EV charging (3 points/kWh) at over 1,200 Parkland-operated stations across Canada under the On the Run, Chevron, Pioneer, Ultramar, and Fas Gas brands. Members unlock tiered rewards at 75, 150, and 300 points and can link CIBC and Aeroplan accounts for additional savings. The platform also supports the TransAction Fleet Card for B2B fleet fuel management and gift cards across the network.

Product overview

Journie Rewards is a loyalty rewards program operated by Parkland Corporation that unifies multiple fuel station brands across Canada including ON the RUN, Chevron, Pioneer, Ultramar, and Fas Gas. The core offering is a points-based rewards system accessible via a mobile app where members earn 1 point per litre of fuel and 2 points per dollar on in-store purchases. The program features a cyclical reward structure unlocking at 75, 150, and 300 points with options including 7 cents per litre off gas, $5 in-store discounts, and partner rewards. Beyond the core loyalty program, Parkland operates convenience stores (ON the RUN), an ultra-fast EV charging network (ON the RUN EV Fast Charge with 180-400 kW capacity), the TransAction Fleet Card for business fuel management, and branded gift cards. The ecosystem includes integration with CIBC banking for additional fuel savings and Aeroplan for travel rewards redemption.

Differentiator

Problem solved

Functional benefit

Products and services

• Journie Rewards Program Free consumer loyalty program enabling points earning on fuel (1 pt/L), in-store purchases (2 pts/$1), and EV charging (3 pts/kWh) at 1,200+ Parkland stations across Canada, with tiered rewards unlocked at 75, 150, and 300 points.
• Journie Mobile App Free iOS and Android application that serves as the digital loyalty card, points tracker, deal discoverer, station locator, EV charging controller, and CIBC/Aeroplan account linking interface for Journie Rewards members.
• Journie Gift Cards Digital and physical gift cards accepted across Parkland fuel brands including On the Run, Pioneer, Fas Gas, Ultramar, and Chevron, redeemable for fuel or in-store merchandise.
• TransAction Fleet Card B2B fleet fuel management card providing fuel management, purchase controls, custom reporting, and fraud protection for commercial vehicle fleets, accepted at Parkland's network of 1,000+ retail gas stations across Canada with online management via the Pipeline Commercial portal.
• ON the RUN EV Fast Charge Ultra-fast EV charging service at 180-400 kW through CCS and NACS connectors at On the Run locations in British Columbia, Ontario, and Quebec, with start/stop and payment controlled via the Journie app and earning 3 points per kWh.

Quantifiable outcome

• Earn 1 point per litre of fuel; 2 points per dollar spent in-store; 3 points per kWh for EV charging
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• CIBCcoreGTM or Marketing PartnerJournie Rewards members can link their CIBC bank cards to earn additional fuel savings. When paying with a linked CIBC card at participating stations, members save up to 10¢/L on fuel. This is the primary financial services partnership and a key GTM lever for the loyalty program, driving cross-brand customer acquisition through CIBC's customer base.
• AeroplancoreGTM or Marketing PartnerJournie Rewards members can link their Aeroplan accounts to earn 300 Aeroplan points when they reach the Third Level (300 points) and select the Aeroplan reward. This partnership integrates airline loyalty with fuel rewards, appealing to frequent travelers and creating cross-promotional value with Air Canada's loyalty ecosystem.
• Red BullminorGTM or Marketing PartnerRed Bull promotions are featured on the Journe Deals page. Promotions include 5¢/L off gas when buying 2 Red Bull 473ml drinks, morning exclusive deals (2 for $8.50), and contest entries. These are promotional trade partnerships that drive incremental in-store purchases.
• Monster EnergyminorGTM or Marketing PartnerMonster Energy promotions include a contest to win free gas + Monster Energy for a year (June–August 2026), plus product deals (2 for $4 on 355ml Monster). Each Monster purchase earns contest entries and bonus points.
• Lay's (Frito-Lay)minorGTM or Marketing PartnerLay's chip deals on the Journe platform: 2 bags for $9 plus 2X the points. These promotional deals incentivize in-store visits and drive incremental basket size.
• Nestlé (Häagen-Dazs, Baskin Robbins)minorGTM or Marketing PartnerIce cream sandwich promotions featuring Häagen-Dazs and Baskin Robbins at 2 for $7 with 2X points. Summer seasonal deals targeting convenience store snack occasions.
• CanaDreamminorGTM or Marketing PartnerJournie members who rent CanaDream RVs receive 5% savings and 2¢/L fuel discount. This partnership targets the recreational travel segment and drives Journie program awareness to a leisure audience.
• Federal and Provincial EV Infrastructure ProgramsminorOthersON the RUN EV Fast Charge station development is supported by government funding programs including Natural Resources Canada (NRCan), Clean BC, and Quebec's PEV (Plan Véhicule Électrique) program. These are infrastructure co-investment partnerships supporting the build-out of the EV charging network.
• Skip the DishesminorGTM or Marketing PartnerOn the Run convenience stores are listed on Skip the Dishes for food and convenience delivery, increasing brand exposure to delivery app users and driving incremental in-store purchases that earn Journe points.
• Uber EatsminorGTM or Marketing PartnerOn the Run convenience store products are available for delivery via Uber Eats, expanding the accessible customer base beyond walk-in traffic and exposing new consumers to the Journe Rewards program.
• DoorDashminorGTM or Marketing PartnerOn the Run convenience stores are listed on DoorDash for delivery, providing another digital channel for customer acquisition andJourne program awareness among the food delivery audience.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Scene+: Scene+ (operated by Empire Company / Sobeys and partners including Cineplex and RBC) is a Canadian multi-vertical loyalty program with grocery, entertainment, and travel redemption. It competes for the same Canadian consumer loyalty wallet as Journie.
• Petro-Points (Petro-Canada): Petro-Canada's Petro-Points is Canada's other major dedicated fuel-convenience loyalty program, tied to Suncor's network of Petro-Canada stations. It is the most directly comparable loyalty platform to Journie in terms of earn-on-fuel mechanics, station network, and Canadian consumer targeting.
• Air Miles: Air Miles is a long-standing Canadian multi-category loyalty program offering points across retail, fuel, grocery, and travel. It is directly comparable to Journie as a Canadian points-based consumer loyalty platform with cross-brand redemption.
• Shell Fuel Rewards: Shell's Fuel Rewards program is a global fuel-discount loyalty platform with a Canadian presence, offering cents-per-litre savings on gasoline. It is a direct functional peer to Journie's fuel-discount mechanic, though it lacks Journie's convenience-store and EV-charging integrations.
• PC Optimum (Loblaw Companies): Loblaw's PC Optimum is the largest Canadian loyalty program by membership, integrating grocery, Shoppers Drug Mart, and Mobil/Esso fuel purchases. It competes with Journie for Canadian household wallet share and offers a broader cross-category earn base.
• Triangle Rewards (Canadian Tire): Canadian Tire's Triangle Rewards unifies purchases across Canadian Tire, Sport Chek, Mark's, and Canadian Tire Gas bars. It is a multi-category Canadian loyalty program with embedded fuel earn, directly comparable to Journie in the cross-vertical rewards space.
• CAA Rewards: CAA Rewards is the Canadian Automobile Association's member loyalty program spanning roadside assistance, travel, insurance, and partner retail offers. It targets the same Canadian auto/commuter persona as Journie and competes for cross-vertical consumer engagement.

Emerging players

• Neo Financial: Neo Financial is a Canadian fintech offering a cashback rewards platform tied to a Neo Mastercard and savings account. It is an emerging digital-first competitor to Journie for Canadian consumer daily-spend loyalty, particularly among younger demographics.

Broad incumbents

• Aeroplan (Air Canada): Air Canada's Aeroplan is Canada's flagship travel loyalty program and a Journie partner (members can earn 300 Aeroplan points per cycle). Aeroplan competes with Journie for Canadian travel-oriented consumers while simultaneously enabling Journie's most differentiated reward path.
• RBC Avion Rewards: RBC's Avion Rewards is a banking-tied loyalty program from one of Canada's largest banks, with broad travel, retail, and financial-services redemption. It competes with Journie for share-of-wallet at the upper end of the Canadian consumer rewards market and is also a Scene+ partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/journiecanada
• Instagraminstagram.com/journie_ca
• LinkedInlinkedin.com/company/on-the-run-charging

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Journie Rewards