Perks & Payback Rewards CardPERKS & PAYBACKS


The more you use the card, the greater your rewards! Your card earns you points each and every time you shop, and it’s FREE! You can choose where you shop—why not shop where you can save money on groceries?



What is FireLake Foods Perks & Payback?

FireLake Foods Perks & Payback is our way of rewarding shoppers for every dollar spent on qualifying purchases at participating grocery and convenience locations.

How do I sign up for a FireLake Foods Perks & Payback card?

There are a couple of ways to sign up for a Perks & Payback card

  1. Go to the Customer Care desk or ask a cashier for an enrollment form. Once the form is complete you will turn it in and we will issue your card on the spot.
  2. Create an account here

Does the FireLake Foods Perks & Payback card cost me anything?

Absolutely not! The FireLake Foods Perks & Payback card is our way of thanking you for shopping with us. In fact, we are going to start the Payback the day you sign up by giving you 1,000 points just for signing up!

Do I need my card to receive advertised pricing in weekly ads or in store?

No! We believe in offering our specials and sale prices to every customer that shops with us. Bonus points and other offers will be associated with the FireLake Foods Perks & Payback card.

Why do you ask for my phone number?

We may need to contact you if your card is returned to us, or if there is a question about your Perks & Payback card. You will also be able to provide your phone number at the time of checkout if you do not have your Perks & Payback card with you.

What happens if I forget my card?

You have the option to provide your phone number for the cashier to look up you card at time of purchase. Your phone number can be used to earn points, but your card is needed for redemption’s. *Helpful Hint – you can take a picture of your card and have it scanned straight from your phone.

I already have an account at, how do I link my card to my account?

If you sign up for a card in the store, your card will be linked to your current account once the application has been completed by store personnel. Please allow 5-7 days for processing. You will receive an email notification once this step is complete.

Do I need to keep my receipt to use my points?

No! You do not have to keep your receipt to use your points, but you will see your point balance at the bottom of your receipt each time you shop.

When I try to enter my card number it says “The card number entered is not a valid card number”. What should I do?

Please check the card number that you entered. Make sure that it is 12 digits long with no additional spacing or symbols and that all 12 digits were entered correctly. If the problem persists, please contact us at

How do I earn FireLake Foods Perks & Payback points?

You spoke and we listened! No more limitation by brand (although, we are still very proud of ShurFine, Top Care, Simply Done and all of the other brands that are exclusive to FireLake). You will now earn points for every dollar you spend on *qualifying purchases. Every dollar you spend will earn you a minimum of 10 points. You will also have the opportunity to earn bonus points through special promotions.

*Qualifying purchases may not include some products such as alcohol, tobacco, gift cards, fuel and services.

When will I receive my 1,000 bonus points for signing up?

Your BONUS points will be loaded directly to your card once the application has been completed by store personnel. Please allow 5-7 days for processing. You will receive an email notification once this is completed.

Is there a maximum amount of points I can earn?

No! We will keep rewarding you points for every dollar you spend as a way of saying THANK YOU for shopping at FireLake Foods.

How do I spend my FireLake Foods Perks & Payback points?

You can redeem points for additional savings (over and above our regular weekly specials). Points can be redeemed in increments of $1 (1000 points = $1). Points can be redeemed for groceries, gas and more (some exclusions apply). All points redeemed for fuel must be done inside. Discounts for fuel cannot be applied at the pump nor can they be applied after the fuel has been pumped.

I just can’t seem to login. Where can I find help?

If you have double checked the information and are still having issues, please contact us at

Will my points expire?

Yes. Points will expire 18 months after issuance. But don’t worry, we’ll notify you when points are about to expire so you can use them.

How do I check my FireLake Foods Perks & Payback point balance?

There are 3 ways to check your balance

  1. Check your balance here
  2. The bottom of your receipt every time you shop
  3. Have a Customer Care clerk or cashier scan your card

What if I lose my card?

Please see Customer Care for replacement. We will transfer your existing points to a new card.

I have an account online but cannot remember my password.

Unfortunately, we are unable to retrieve your password. However you have the ability to reset your password. Go to the login page at or click here and choose the Forgot Your Password option. Once you enter the email address associated with your account, you will be sent a password reset email. Follow the steps in the password reset email to change your password.

Should everyone in my household get their own card?

No. Your card will come with 2 key tags. Give other members of your household one so that all of your points will go onto one account. You will also have the option of loading the card on your phone to be scanned at the register.

Is this a limited time promotion?

No. This is not a limited time or temporary promotion. This is a program that FireLake Foods is committed to providing to reward our customers.

Will my personal information be sold?

Absolutely not! The FireLake Foods Perks & Payback program and your information is owned by FireLake Foods and managed by Loyalty Lane Inc., with a very close working relationship between the 2 companies. None of the information you give us will EVER be sold.

I registered my card online but still have not received a confirmation email, and it’s been several hours.

Certain email providers may take up to 24 hours to deliver our confirmation emails. If this time has passed, please contact us at

When will I get my actual card if I sign up online?

You should receive your card in the mail within 7 days of when you submit the form. We will mail the card to the address on file at the time of registration.

What will happen to my old FireLake Discount Foods loyalty card?

While we were happy to offer this program over the years, we were very limited in the amount of offers and stores we could include in the program. As of 3/1/2017, the old program will be disabled and no longer available to add or redeem points.

Will I lose the points I have earned on the old program?

Absolutely not! At the time of sign up for your new card you will need to provide us your old card number and we will convert the points and transfer them to your new card. The transfer does not happen automatically. We will be working hard to get these transferred over as soon as possible. We expect that it could take as many as 4-6 weeks to complete this process.

Will I still be able to earn gas discounts with the FireLake Foods Food for Fuel promotion?

Yes! The FireLake Foods Food for Fuel promotion will remain in effect.


As part of FireLake’s “Retail Excellence” commitment, we strive to provide our customers a quality shopping experience at reasonable costs. We accept valid coupons according to our policy below. These guidelines are subject to change at any time.

General Guidelines:

  • We reserve the right to limit or reject any manufacturer, internet or digital coupons
  • Expired coupons, photocopied coupons, or coupons for items not carried in our store will not be accepted
  • Customers must pay sales tax as required by law on a coupon
  • The number of coupons cannot exceed the number of items in the transaction, nor can the value of the coupons exceed the current purchase price of the items in the transaction. We cannot give cash back if the face value of a coupon is greater than the purchase value of the item
  • Limit one coupon per item
  • We are not responsible for lost or stolen coupons
  • We cannot accept coupons from other retailers
  • Coupons cannot be exchanged for cash or gift cards
  • Coupons should have a scannable bar code
  • Cashier may ask for any coupons at the beginning of the transaction

Internet Coupons:

  • No beer or tobacco internet coupons accepted
  • Valid internet coupons printed MUST be in color
  • We will not accept internet coupons for $5.00 or more
  • We will not accept internet coupons for “free-items”, but will accept them for “buy one-get one free” items
  • All the above stated general guidelines applies to internet coupons