Winn-Dixie Stores says its customers have saved more than US$35M in fuel purchases since company introduced its Fuelperks program; customers use loyalty card to earn fuel savings each time they purchase groceries

JACKSONVILLE, Florida , December 13, 2011 () – Motorists have saved more than $35 million on fuel purchases since Winn-Dixie Stores, Inc. (NASDAQ: WINN) introduced its fuelperks! program in Panama City, Fla., three years ago. Since then, the program has spread to all of Florida except the Pensacola area, and is also available in south Georgia, part of Alabama and southeast Louisiana where Winn-Dixie has stores.

"With an average fuel price of $3.29 per gallon, you would have nearly 1,200 tanker trucks lined up bumper to bumper for more than 13 miles. That's what $35 million worth of fuel looks like," said Mary Kellmanson, Winn-Dixie's group vice president of marketing. "That gives you an idea of the savings of fuelperks! And that's on top of the savings found by shopping at Winn-Dixie."

The key to the fuelperks! program is Winn-Dixie's Customer Reward Card, which has a magnetic strip on the back, similar to a debit or credit card. Winn-Dixie guests earn fuel savings each time they shop and swipe their cards when purchasing groceries. Additionally, fuelperks! Rewards are stackable -- the more a guest spends, the more fuelperks! she earns. For every $50 purchase, guests earn a 5-cents-per-gallon reward. Spend $100 and earn a 10-cents-per-gallon reward. Guests also don't have to spend $50 in one transaction. Purchases are automatically tracked on their receipt tape, and each time the $50 threshold is met, another 5-cents-per-gallon reward on fuel is earned.

To redeem fuelperks!, Winn-Dixie guests insert their Customer Reward Card at the pump of any of the more than 900 participating Shell stations and can watch the price roll back according to the amount of discounts rewards they have accumulated.

In addition to the everyday fuelperks! Rewards based on cumulative purchases, Winn-Dixie offers more than a dozen bonus items each week -- most are worth an extra 5- to 10-cents-per-gallon reward, with some items worth an extra 20- to 50-cents-per-gallon reward. There is no limit on the number of bonus items that can be purchased. For example, a guest can purchase a single bonus item and earn an additional 5-cents-per-gallon reward or purchase 10 of the bonus items and receive a 50-cent-per-gallon reward. This is in addition to the 5-cents-per-gallon reward earned for every $50 spent. fuelperks! can be earned on nearly all food and prescription purchases. Some exceptions from earning fuelperks! include tobacco products, money orders and lottery tickets.

"Our guests are embracing the fuelperks! program and sharing their experiences with others. They save each time they shop Winn-Dixie and when they fill up at the pump. And they are sharing their savings stories with others through conversations and on Facebook," said Kellmanson. "Winn-Dixie has exclusive rights to fuelperks! in our five-state operating area. We look forward to expanding the program throughout the Florida panhandle, Alabama and Mississippi in the future."

Winn-Dixie's fuelperks! program is an alliance with Excentus Corporation, a retail marketing coalition specializing in fuel-based reward programs, and Shell.

For more information about the program and/or all participating locations, please visit www.winndixie.com/fuelperks or www.facebook.com/WD.fuelperks.

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 approximately 480 retail grocery locations and approximately 380 in-store pharmacies in Florida, Alabama, Louisiana, Georgia and Mississippi. For more information, please visit www.winn-dixie.com.

About Excentus

Excentus Corporation, a retail marketing coalition in the United States utilizing fuel as the ultimate consumer reward, is the provider of the fuelperks! Rewards program. To date, Excentus has helped more than 9 million consumers save hundreds of millions of dollars on fuel. Headquartered in Dallas, Texas, Excentus Corp. was founded in 1996 and is a privately held company with over 150 employees. For more information please visit www.excentus.com or email marketing@excentus.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 6,000 Shell-branded gasoline stations in the Western United States. Shell Oil Company is an affiliate of the Shell Group [(NYSE:RDS.A) and (NYSE:RDS.B)]. 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 approximately 8,200 Shell-branded stations in the Eastern and Southern United States.

Royal Dutch Shell plc is incorporated in England and Wales, has its headquarters in The Hague and is listed on the London, Amsterdam and New York stock exchanges. Shell companies have operations in more than 100 countries with businesses including oil and gas exploration and production; production and marketing of Liquefied Natural Gas and Gas to Liquids; manufacturing, marketing and shipping of oil products and chemicals; and renewable energy projects, including wind and solar power. For further information, visit www.shell.com.

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