Update 6/1/20: It looks like the Just For U program has reverted back to only allowing you to redeem once at the 5 Rewards and 7 Rewards levels for $7 off and $10 off respectively.
The Just For U program is used by many grocery stores such as Safeway, Albertsons, Vons, Acme and more. It awards points which can be redeemed for Rewards, with 100 points being worth 1 Reward.
The best value can be gained when redeeming those points for gas as they can be worth up to 2.5% the rate at which you earned them. For example, if you bought Happy gift cards at 8x Reward Points right now, you could save up to 20% on gas.
As an alternative, you can redeem your points for savings on groceries. The value you can get from this option isn’t as large, but it can be a good alternative if you don’t drive much and/or have a small gas tank. For example, our car only takes 11-12 gallons, so we can’t even get 50% of the potential value when redeeming points towards savings on gas.
Another downside to redeeming your Reward Points for grocery savings is that you can only save so much per shopping trip. That’s because you have to redeem your points by applying digital Rewards to your account and normally you can only redeem at each level once per trip. For example, the best value is to redeem 7 Rewards for $10 off your grocery purchase, but that could only ever be loaded once per trip. You were then stuck redeeming the rest of your Rewards (if you had enough) at less optimal redemptions, like 5 Rewards for $7 off or 4 Rewards for $5 off down to 1 Reward for $1 off.
The Just For U program was updated at some point recently to allow you to load double the number of Rewards at each threshold. You can therefore now redeem 14 Rewards for $20 in savings, 10 Rewards for an additional $14 in savings, etc.
This has presumably been done as a result of customers driving much less right now and so having a harder time redeeming Reward Points on gas. They’ve also extended the expiry date of points earned in February and March to May 31, 2020. Hopefully this doubling of redemption opportunities is kept once things get somewhat back to normal, rather than it only being a temporary measure as that would enhance its value for me and likely other people taking advantage of some of their gift card promotions.