In early 1990, convenience store owner Dan Willie and his business partner Pat Lewis met with a few other employees late one evening at the Oasis Stop ’N Go on Blue Lakes Boulevard in Twin Falls.

The group, consisting of a few managers and sales people, were about to launch an entirely new customer loyalty program, which they hoped would make Oasis convenience stores more competitive.

“We were flying by the seat of our pants,” said Willie about the program that later became known as Kick Back. “It was uncharted territory at the time, so we had to build everything from the ground,  up.”

Now, 10 years after that first meeting, the Kick Back program is the largest customer loyalty program in the United States, with services in more than 145,000 convenience stores in every state except Alaska. It has also branched out to several hundred fixed base operators that serve private and chartered aircraft. Lewis said ConocoPhillips FBOs are now the company’s largest customer.

The program works by giving customers points for every dollar they spend. The points can then be used toward…

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