Fairway Pilots ‘6% for Sixty’

New York metropiltan-area upscale grocer Fairway Market has developed the “6% for Sixty” program, which enables customers 60 years old and over to get 6 percent off their total bills at checkout on Tuesdays and Wednesdays by presenting a free ID card. Fairway is now piloting the initiative in its Woodland Park, N.J., store before rolling it out to other locations.

Payback for Loyalty

“With our 6% for Sixty program, being 60 or over pays you back,” said  interim CEO Bill Sanford, adding that the grocery chain wished to “show our appreciation to the loyal Fairway Market shoppers who are 60 and over. It’s on top of the terrific savings we have each week through our ‘Weekly Specials’ program – so there’s even smarter savings for our customers.”

Program applicants will need to provide photo identification that verifies eligibility, and once approved and set up with a free ID card after filling out an application at the customer service desk, they can start saving right away. The card will also enable participants to get 10 percent off every day on any catering orders.

Fairway currently operates 14 stores in New York, New Jersey and Connecticut, with two more locations scheduled to open in 2014.