QFC Bets on Knives Again: Third MasterChef Loyalty Push Hits 58 Stores

Quality Food Centers is running its third consecutive MasterChef loyalty campaign, giving away MasterChef Onyx knives at the Kroger banner's 58 Pacific Northwest supermarkets.

The promotion started Nov. 4 and runs through Feb. 23, 2027. QFC shoppers collect one digital point for every $10 spent in store or online, tracked automatically in the app and at checkout. Redemption starts at 30 points — that's $300 in spend — and runs through March 9 at all locations. The campaign carries the theme "Master the Cut. Master the Kitchen."

Why bring it back?

Customer demand, according to the banner's own leadership. "We were grateful for the positive response to last year's campaign and the feedback we received from our QFC customers who wanted to see more programs like it," said Brent Stewart, president of QFC. "This partnership allows us to thank our shoppers with rewards that are both practical and relevant to the meals they prepare at home every day."

That's a warm quote, but note what it doesn't say: no sales lift, no redemption rates, no membership numbers. QFC did offer one performance claim — most participants in the 2025 food storage campaign reported an improved view of the banner and more frequent store visits. The company shared no hard figures behind that claim, so the knife sequel rests on self-reported sentiment rather than disclosed data.

What's in the collection?

The Onyx line features matte-black, hollow-ground non-stick blades with weighted ergonomic handles. A wooden knife block is sold separately. MasterChef Season 12 All-Star finalist Michael Silverstein will support the campaign with cooking inspiration and knife-skills content on digital and social channels.

The upgrade from storage containers to chef-grade cutlery is deliberate, per the program's operator. "Moving from food storage to a premium MasterChef Onyx Knife Collection reflects the confidence QFC has in its shoppers and the appetite those shoppers have shown for aspirational, chef-grade rewards," said Rick Swinkels, CEO of TCC Global, the loyalty company partnering with QFC and the MasterChef television franchise on the program.

Who's behind it?

Bellevue, Washington-based QFC operates 58 stores in western Washington and northwestern Oregon — the campaign covers the full footprint. TCC Global, a loyalty marketing firm with more than 35 years in the business, works with retailers including Albertsons, United Supermarkets, Woolworths, Sobeys and Aldi.

In plain terms: a three-year-old loyalty formula, now with sharper hardware. The March 9 redemption deadline gives QFC and TCC Global roughly four months to prove that aspirational rewards can move baskets twice in a row.