If you're smart about it as a shopper it's a good program, but the trick is buying what you normally would, or what you know you'll consume without going overboard. It's the people that buy the item JUST because it's 2¢ savings on fuel saver that makes it a brilliant program for Hy-Vee. Some people are too stupid to notice that in the end they are paying more for a product the won't use, don't need or will go bad to save 20¢ at the pump.
I'm know the store manager here in Spamville and he says the program does great for his store. They post the statistics out front and people have saved $365,000 dollars this year at the Hy-Vee Gas out front, but he says it's drawn in millions more in the store than the same period last year (before the program). If it's like that everywhere, which I'd be willing to bet it is more often than not, the Fuel Saver program must be going absolutely gangbusters for Hy-Vee. Brilliant marketing program for the company.
I normally get about 30¢ each month on the card, just by buying what I normally do. We maximize it each time we use the card by taking both cars to Hy-Vee Gas, fill one up, pull the next car in and keep pumping up to 20 gal.