MIAMI, Feb 22, 2011 (BUSINESS WIRE) --

Winn-Dixie Stores, Inc., (NASDAQ: WINN) announced that beginning today, customers who shop at any of its 112 Miami/Fort Lauderdale, West Palm and Naples/Ft. Myers area stores using the new Customer Reward Card (CRC), can earn significant discounts at participating Shell stations. This launch is part of the grocer's ongoing partnership with Excentus Corporation, a retail marketing coalition specializing in fuel-based reward programs.

As part of the program, the popular Winn-Dixie Customer Reward Card (CRC) has been redesigned to include a magnetic stripe on the back, similar to a debit or credit card. This new card is required in order to earn and redeem fuelperks!.

For every $50 in qualified purchases using the new CRC at Winn-Dixie, a 5 cents per gallon discount on fuel is earned and redeemable on a single fill-up, up to 20 gallons at any one of more than 200 participating area Shell stations. Additionally, fuelperks! are stackable - the more shoppers spend, the more they earn. For example, if a customer spends $100, they will earn a 10 cents per gallon discount, if they spend $150, they earn a 15 cents per gallon discount, etc. Shoppers 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 discount on gas is earned.

"We invite shoppers to go to their neighborhood Winn-Dixie to sign up for their new Customer Reward Card and begin earning fuelperks! today," said Randy Rambo, regional vice president, Winn-Dixie Stores South Region. "Since the program began in 2008, Winn-Dixie customers have saved more than $12 million on gas with fuelperks!, and we are thrilled to bring the same savings opportunity to consumers here in South Florida."

Furthermore, each week there are approximately eight bonus items that can be purchased to earn additional fuelperks!. For each bonus item purchased, an additional 5 cents per gallon discount is earned. For example, a customer can purchase a 24-pack of Aquafina water and earn an additional 5 cents per gallon discount or purchase all eight items and receive a 40 cents per gallon discount. This is in addition to the 5 cents per gallon discount earned for every $50 spent.

"Winn-Dixie has been a great business partner for us," said Brandon Logsdon, executive vice president and general manager, Excentus. "We are excited to bring fuelperks! to their South Florida area customers and we are confident that it will be a success."

"We are very pleased to launch the fuelperks! program at all of the participating Shell stations in South Florida," said Dan Little, fuels marketing manager, Shell North America. "With 112 Winn-Dixie stores and more than 200 conveniently located participating Shell stations, it has never been easier for consumers to save on Shell Nitrogen Enriched Gasolines, including our premium gasoline, Shell V-Power(R)."

For more information about the program and/or 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 484 retail grocery locations, including 379 in-store pharmacies, in Florida, Alabama, Louisiana, Georgia and Mississippi. For more information, please visit www.winndixie.com.

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 Dallas, 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 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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SOURCE: Winn-Dixie Stores, Inc.

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