Roundy's Supermarkets, Inc. is borrowing a page from the books of several leading grocers to introduce a program that will fuel loyalty while helping customers pump savings into their gas tanks this summer.

The Milwaukee-based grocer is calling its new program Fuelperks!, a name in longstanding use by Pittsburgh-based Giant Eagle for its own highly successful gasoline discount rewards program, which functions in similar fashion to Roundy's initiative.

"Gas prices continue to take a bite out of everyone's budgets, and Fuelperks! is something we're trying in two of our markets to help our customer," said Robert Mariano, Roundy's chairman and c.e.o. Aside from the grocer's new pilot fuel discount program, Mariano said he is particularly pumped about Roundy's new Rewards Card. "We believe it will provide customers with a multitude of savings in the future, and depending on its success and the response of our customers in Kenosha and Wausau, we may expand Fuelperks! to our other stores."

Roundy's Rewards Card allows shoppers to save 10 cents off per gallon of gas for every $50 they spend in qualified purchases at Pick 'n Save stores in Kenosha and Wausau. Sales purchases are cumulative, meaning that customers need not spend $50 in a single transaction to earn discounts. Savings also automatically show up on customers' register receipts when they reach a $50 level, and discounts will accumulate on Rewards Cards until they are redeemed at the gas pump.

Fuelperks! will run throughout the summer in Kenosha, where there are three Pick 'n Save stores; and Wausau, with a single Pick 'n Save. Discounts can be redeemed in the month they were earned plus the next two months, the company said.

A leading grocer in the Midwest with nearly $4 billion in sales, Roundy's operates 152 grocery stores under the Pick 'n Save, Copps, Rainbow, and Metro Market banners in Wisconsin and Minnesota.