Grocers Roll Out Veterans Day Perks Worth Up to $60 Per Shopper

Festival Foods is giving veterans and active-duty military members up to 17 free grocery items worth $60 at all 42 of its Wisconsin stores on Veterans Day, Nov. 11 — the largest single-day give-away in a week of retailer promotions nationwide.

The freebies require a qualifying $20 purchase and valid military ID, while supplies last. The program started in 2018 with nine free products and has grown through vendor partnerships. This year's list includes a Brew Pub Lotzza Motzza or Packers pizza, a 2-liter Pepsi or Mountain Dew, a 5-pound bag of russet potatoes, bakery French bread, Thomas' English muffins, McCain potatoes or onion rings, Old Dutch popcorn, Utz and Frito-Lay snacks, Bubbl'r sparkling water, Cameron's Coffee, Celsius and Flrt energy drinks, Gatorade, Powerade, Snapple and Edge or Skintimate shaving products.

"What began nearly a decade ago as a small gesture has grown into a statewide tradition supported by over a dozen brand partners," said Travis Tiedt, center store merchandise buyer for Festival Foods, who helped establish the tradition. The grocer, founded in 1946 as Skogen's IGA, also runs Heroes Cafés — free monthly coffee gatherings — and designated veteran parking at every store. Festival Foods is part of 1939 Group, Inc., owned by the family that founded Schnuck Markets.

What are Hy-Vee and Winn-Dixie offering?

Hy-Vee is pledging $1 million this year to the Welcome Home Soldier Monument in Albia, Iowa, to help the nonprofit build a welcome center. Its Homefront Round Up runs through Nov. 30, matching customer donations up to $100,000 for the American Red Cross, Honor Flight Network, Hope for the Warriors, Operation First Response and Puppy Jake Foundation. Since 2013, Hy-Vee Homefront has donated more than $4.3 million to military-serving nonprofits.

On Nov. 11, the West Des Moines-based employee-owned chain — more than 540 business units in nine midwestern states — hosts its free buffet-style Veterans Day Breakfast, a tradition since 1999, from 6-10 a.m. at all stores with hot food service. Veterans and active-duty members also get 15 percent off in-store or online at Hy-Vee and Dollar Fresh Market.

Winn-Dixie takes a different number: 11 percent off qualifying in-store purchases Nov. 11 with valid ID. Through Nov. 11, the company, its Winn-Dixie Gives Foundation and DLJ Produce are donating 5 cents to the USO for every pound of Razzle Dazzle Premium Grapes sold, capped at $50,000. The Jacksonville, Florida-based chain — more than 120 grocery stores plus 100-plus liquor stores — has contributed over $8.4 million to military organizations since 2018.

How deep do the discount programs run?

Tops Friendly Markets' 11 percent discount, now in its 13th year, has delivered more than $1 million in cumulative savings to military households since 2014. It applies Nov. 11 at all 151 locations to veterans, active-duty personnel, reservists, retirees and same-household family members with proof of service. Tops has also collected more than 58,000 stars from retired flags over two Stars for Our Troops runs in eight years.

"Behind every person who serves is a story of commitment, courage and sacrifice, and often a family making sacrifices alongside them," said Ron Ferri, president of Tops.

Market 32 and Price Chopper match customer round-up donations up to $10,000 for DAV (Disabled American Veterans) through Nov. 30, and offer 11 percent off one shopping trip Nov. 11 with proof of service and an AdvantEdge Rewards card. "We are humbled by the courage and sacrifice of those who serve and have served our nation, and by the families who have stood beside them," said president Blaine Bringhurst. The Golub family-founded company runs 128 supermarkets across six states.

What does Sheetz add?

Sheetz gives veterans and active-duty personnel a free half turkey sub with extras and a regular fountain drink Nov. 11 at its more than 850 stores in seven states, plus a free $9.99 car wash at equipped locations. Through November, customers can convert loyalty points into USO donations via the Sheetz app — every 100 points equals $1.

Most of these programs expire at midnight Nov. 11; only the round-up and loyalty-point donation drives run through month's end.