New Hatch Red Chile Salsa and Hatch Green Chile Salsa are anchoring a multi-layered holiday promotion at Yesway and Allsup's stores running from November 4, 2026 through January 5, 2027. The two new salsas, priced at 49 cents each with a qualifying hot food purchase, are framed around New Mexico's well-known red-versus-green chile rivalry — a smart piece of regional identity marketing for a chain with strong Southwest roots.
The Chile Showdown
The flagship "Red or Green…or Christmas?" campaign turns every hot food transaction into a vote. Customers who buy Hatch Red Chile Salsa cast a ballot for Team Red; those who buy the green variety side with Team Green; purchasing both in a single transaction counts as a vote for Team Christmas. A live leaderboard at Allsups.com/RedOrGreen tracks the results in real time via in-store QR codes. For c-store operators, the mechanic is a textbook add-on-sale driver — a low-cost condiment that lifts ticket size and encourages repeat visits to check the standings. It also gives Yesway's foodservice program a culturally grounded story at a time when regional flavor authenticity is a growing differentiator in convenience retail.
Layered Loyalty Incentives
Beyond the salsa competition, the promotion stacks several loyalty mechanics designed to sustain visit frequency across the full two-month window. The "12 Happy HoliDAYS" program delivers a different free item to Rewards members every day from December 13 through December 24 — a lineup that runs from Reign Storm energy drinks and Celsius to a 1st Phorm protein bar and a Mountain Dew on Christmas Eve. The weekly "Allways Thursday" program extends the cadence with a complimentary SKU each Thursday from early November through New Year's Eve, featuring items from Jack Link's, Lenny & Larry's, Hi-Chew, and Reese's.
Fuel savings are layered on top through the Stack & Save program: Rewards members earn per-gallon discounts — ranging from 10 cents to 25 cents — by purchasing qualifying beverages and candy products, including BODYARMOR, Celsius, Monster, and Mars Share Size bars. The structure mirrors fuel-reward mechanics that have proven effective at driving basket building in the convenience and foodservice channel, particularly when gas prices are a household budget concern.
Sweepstakes and Seasonal Value
The Big Fill Truck Sweepstakes, running concurrently through January 5, 2027, adds a grand-prize 2026 Ford F-150 Lariat and a free-fuel-for-a-year prize — delivered as a $2,500 fuel card — alongside weekly $66 fuel card prizes for a projected 48 first-prize winners. Entry is triggered by purchasing two Hershey's Standard Size bars.
Food and beverage bundle pricing rounds out the value proposition: the Allsup's World Famous Beef & Bean Burrito paired with a Pepsi 20 oz. is offered at $5, a $4 combo covers a burrito or corn dog with a Tallsup drink, and a breakfast sandwich with 16 oz. coffee runs $5. With more than 420 stores across eight states in the Midwest and Southwest, Yesway's promotional reach is substantial — and the tiered structure of this campaign, blending LTO food innovation, loyalty rewards, fuel savings, and sweepstakes, reflects how leading c-store operators are increasingly thinking like QSR marketers to defend and grow foodservice share.
"This year, we have put together a terrific lineup of promotions combining great value on the food, beverages and fuel our customers count on with some fun and unexpected rewards along the way," said Tom Trkla, Chairman, President and Chief Executive Officer of Yesway.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
