Friendly Express announces launch of its revamped mobile app built on Rovertown platform

US convenience retailer Friendly Express, which has nearly 40 stores across Georgia, reports the launch of a redesigned mobile app.

“We have always been about putting our customers first,” says Gabe Manning, Director of Operations at Friendly Express. “Our new app helps us serve them better by combining the tools they expect, like mobile pay and delivery, with the experience and hospitality they’ve come to love in our stores.”

Built on the Rovertown platform, this brings together Friendly Express Rewards (powered by Velocity Logic), Express Debit (powered by PDI), and ordering and delivery (powered by Vroom Delivery) into one experience.

“Our employees are the heart of Friendly Express. These app exclusive offers give them new ways to stay engaged, informed, and excited about promoting our products and brand,” says Raul Buenrostro, Director of Marketing at Friendly Express.

The app also includes an interactive layer with gamified features designed to keep users coming back. The Friendly Arcade offers a rotating selection of games where guests earn coins redeemable for the likes of pizza, and fountain drinks. A separate Scratch & Win game provides daily opportunities to instantly win prizes.

“With this launch, we’re giving our guests more ways than ever to connect with us,” says David Turner, President at Friendly Express. “From earning rewards to paying at the pump and unlocking fun prizes, it’s all about making every interaction faster, easier, and more rewarding.”

2025 RTIH INNOVATION AWARDS

Mobile retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced this week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.