Maverik

What Maverik does

Maverik is a privately held convenience store and fuel retailer founded in 1928 by Reuel Call in Afton, Wyoming, and headquartered in Salt Lake City, Utah. Following the 2023 acquisition of Kum & Go, the company operates 800+ company-owned locations across 20 states and is the largest independent fuel marketer in the Intermountain West. It serves individual travelers and commuters through fuel and fresh-made BonFire food, commercial drivers via the Adventure Club Professional tier, and business fleet operators through the XFleet, Voyager, and WEX card programs.

The company's product and technology stack centers on three pillars: (1) a mobile-first loyalty platform featuring the NFC-powered Adventure Club deployed at 390+ stores with Trail Points currency, Punch-It! digital punch cards, and the instant-fuel-price-match monitor that uses OPIS data plus web-scraped competitor feeds; (2) Nitro Mobile Pay, an ACH-linked payment system (processed by Fiserv/First Data) that bypasses credit checks and links to checking accounts via direct-login portals at major US banks; and (3) a vertically integrated fresh-food program (BonFire burritos, BonFire Pizza, Maverik Coffee bean-to-cup, Meal Deals at $4–$7 price points). Supporting merchandise includes Private Selection bourbon, sweepstakes co-promoted with Monster Energy and Dr Pepper, and a separately developed 3D-printed lacrosse product line via partnership with EOS.

Maverik's business model is predominantly transaction-based: cents-per-gallon fuel margin, in-store merchandise margin, and take-rate on fleet card volume. Two-tier freemium loyalty (free Adventure Club base and Nitro premium) drives frequency via Instant Price Match, enhanced Trail Points earning, and 25%-off fountain/coffee discounts. Customer acquisition runs through the iOS/Android app, a Text Club, sweepstakes-driven engagement, and brand co-marketing with national CPG partners. No public revenue, funding, or headcount disclosures are available; the company remains independently held with no disclosed parent company or private-equity involvement.

Name

Maverik

Legal name

Maverik, Inc.

Website

https://maverik.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Maverik is a privately held convenience store and fuel retailer operating 800+ locations across 20 states as the largest independent fuel marketer in the Intermountain West. It serves individual travelers, professional drivers, and fleet businesses through BonFire fresh food, the Adventure Club loyalty program, and Nitro Mobile Pay.

Ownership category

akta.pro rank

Product category

Convenience Store and Fuel Retail

NAICS

Gasoline Stations with Convenience Stores (457110), Gasoline Stations with Convenience Stores (45711), Gasoline Stations (4571), Gasoline Stations and Fuel Dealers (457)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Fuel Stations with Convenience Retail (Forecourt C-Stores) (CRANAJAB)

akta.pro secondary industries

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA)

Keywords

• Convenience store retail
• Fuel marketing
• Loyalty rewards program
• Fleet fuel cards
• Fresh prepared food

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Fuel Sales: Sale of gasoline and diesel fuel across 800+ locations. Customers can save 2¢/gal with Adventure Club, 10¢/gal or more with Nitro, and receive Instant Price Match against local competitors. Promotional pricing of 15¢/gal offered during summer 2026 (May 12 - Sept 7).
2. In-Store Merchandise and Fresh Food: Sale of BonFire fresh-made food including burritos, sandwiches, pizza, hot dogs, coffee, snacks, and beverages. Coffee program features bean-to-cup machines with roasts sourced from Brazil, Colombia, and Sumatra. Private Selection bourbon program offers exclusive single barrel spirits at select locations.
3. Adventure Club Loyalty Program: Free loyalty program earning Trail Points on fuel (1 point/gallon) and in-store purchases (2 points/$1 base tier, 4 points/$1 Nitro tier). Points redeemable for freebies, sweepstakes entries, and in-store purchases. Nitro tier offers 25% off fountain drinks and coffee.
4. Fleet Card Programs: Maverik XFleet (local fleets), Voyager (national network), and WEX fleet card programs offering volume-based fuel discounts and fleet management tools for business customers. Cards accepted at Maverik locations and major fuel networks.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Maverik sells gasoline and diesel fuel alongside convenience retail — fresh-made BonFire food (burritos, pizza, sandwiches, hot dogs), bean-to-cup coffee, snacks, and beverages — at 800+ company-owned stores across 20 western U.S. states. It ties these purchases to a two-tier loyalty program (Adventure Club base and Nitro premium with NFC membership, ACH-linked Nitro Mobile Pay, Instant Price Match, and Trail Points rewards) and offers fleet card solutions for business customers.

Product overview

Maverik is an adventure-themed convenience store chain operating 800+ locations across 20 states as the largest independent fuel marketer in the Intermountain West. The company offers a unified product portfolio centered on fuel sales, fresh BonFire food, and loyalty rewards. The core offerings include the two-tier Adventure Club loyalty program (base + Nitro), the BonFire Food brand featuring fresh-made breakfast, lunch, and snack items, BonFire Pizza, and bean-to-cup Maverik Coffee. Premium add-ons include the Nitro Card (ACH payment with enhanced fuel savings), Adventure Club Professional (for commercial drivers), and fleet card programs (XFleet, Voyager, WEX). Additional products include Meal Deals bundles, Private Selection premium spirits, and Sweepstakes with vehicle prizes. The ecosystem is tied together through the Maverik mobile app enabling Nitro Mobile Pay, Trail Points, Punch-It! digital punch cards, and store locator functionality.

Differentiator

Problem solved

Functional benefit

Brands

• BonFire: Maverik's fresh-made food brand featuring gourmet burritos, sandwiches, pizzas, toasted subs, cookies, and coffee blends.
• Adventure Club
• Nitro
• Adventure Club Professional
• Private Selection
• BonFire Pizza
• Maverik Coffee

Products and services

• Gasoline and Diesel Fuel Sale of gasoline and diesel fuel across 800+ Maverik locations in 20 U.S. states, available with Adventure Club/Nitro loyalty discounts and Instant Price Match.
• BonFire Food Fresh-made-in-store food brand at Maverik offering breakfast burritos, bowls, sandwiches, pizzas, hot dogs, sausages, snacks, and sweet treats prepared daily.
• BonFire Pizza Fresh-baked pizza under the BonFire sub-brand offering pepperoni, chicken bacon ranch, breakfast, and supreme varieties, including Detroit-style thick crust with four-cheese blend and premium toppings.
• Maverik Coffee (Bean-to-Cup) Craft coffee program featuring six roasts sourced from Brazil, Colombia, and Sumatra, prepared via bean-to-cup machines with customizable creamers, syrups, and mix-ins.
• Meal Deals Value meal bundles combining BonFire food items with drinks at fixed $4, $5, $6, and $7 price points (e.g., hot dog + chips + Pepsi; breakfast sandwich + Red Bull; personal pizza + Coke).
• Adventure Club Loyalty Program Two-tier loyalty program (base tier free with 2¢/gal fuel discount, 2x Trail Points in-store, Punch-It! digital punch cards; Nitro premium tier with 10¢+ per gallon off, Instant Price Match, 4x Trail Points, 25% off fountain drinks and coffee).
• Nitro Card and Nitro Mobile Pay ACH-linked payment card (no credit check) processed via Fiserv/First Data that provides 10¢+ off per gallon, Instant Price Match, 4x Trail Points in-store, and 25% off fountain drinks and coffee.
• Adventure Club Professional Tier of the Adventure Club loyalty program for professional/commercial drivers who purchase 50+ gallons in single transactions, granting 30-day Pro status with freebies at 50/75/100 gallons and access to the high-flow diesel locator and downloadable receipts.
• Maverik XFleet Card Fleet fuel card for small businesses and local fleets with no monthly account or card fees; provides 10¢/gal fuel savings at Maverik locations with fuel-only or unrestricted card options and mobile app account management.
• Maverik Voyager Fleet Card Fleet card accepted at 95% of fuel retailers nationwide with volume-based discounts at Maverik, driver/vehicle/transaction limits, 24/7 priority customer support, and available credit terms.
• Maverik WEX Fleet Card National fleet card offering Private Label or Universal Card options, automatic fuel expense tracking, spending controls, purchase alerts, and 24/7 customer support.
• Fuel Your Adventure Sweepstakes Sweepstakes where Adventure Club members use Trail Points for entries to win a Ford F-250 with a custom camper, two Polaris ATVs, a trailer, and $30,000 cash; Monster Energy bonus entries available. Valid December 31, 2025 to September 29, 2026.
• Ready to Roam Sweepstakes Sweepstakes awarding a 2025 Ford Bronco Heritage Limited Edition plus $5,000 cash; Dr Pepper bonus entries for purchases. Valid April 1, 2026 to June 30, 2026.
• Private Selection Spirits Exclusive bourbon and spirits collection featuring single barrel picks, barrel proof releases, and limited-edition expressions including Russell's Reserve, Green River, Penelope Bourbon, Yellowstone, and Old Forester at select Maverik locations.

Quantifiable outcome

• Save 15¢/gal (promotional summer 2026), 10¢/gal everyday with Nitro, or 2¢/gal base Adventure Club
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Dr PepperminorGTM or Marketing Partner · 1 April 2026Maverik Adventure Club partnered with Dr Pepper for the Ready to Roam Sweepstakes. Adventure Club members receive bonus sweepstakes entries when purchasing Dr Pepper products (bottles, cans, or fountain drinks) at Maverik. Sweepstakes runs April 1, 2026 through June 30, 2026 with prize of Ford Bronco Heritage Limited Edition and $5,000 cash.
• Monster Energy CompanyminorGTM or Marketing Partner · 31 December 2025Maverik Adventure Club partnered with Monster Energy for the Fuel Your Adventure Sweepstakes. Adventure Club members receive bonus sweepstakes entries when purchasing Monster Energy products at Maverik locations. Sweepstakes runs December 31, 2025 through September 29, 2026 with prizes including Ford F-250, custom camper, two ATVs, trailer, and $30,000 cash.
• Feeding AmericacoreStrategic or Co-development PartnerStrategic partnership addressing local hunger through Feeding America's network of food banks across Maverik's operating region. Maverik has helped provide over 54 million meals to neighbors in need over the past 5 years through this partnership, annual customer and company donations, and Food Rescue Program.
• Call to Action PhilanthropiescoreOthersParent company foundation investing in programs that strengthen children and families, specifically in early childhood education, early childhood and family mental health, scholarships, and affordable housing. Part of Maverik's community giving strategy beyond store operations.
• WEXcoreChannel Partner/ Reseller/ DistributorWEX fleet card program delivered through Maverik offering nationwide coverage and volume-based discounts with option for Private Label or Universal Cards. Automatic fuel expense tracking, spending controls, purchase alerts, and 24/7 customer support. Application available through apply.wexinc.com.
• Voyager Fleet PartnerscoreChannel Partner/ Reseller/ DistributorVoyager fleet card program providing access to nationwide payment network and Maverik's customer service. Accepted at 95% of fuel retailers. Features volume-based discounts at Maverik, driver/vehicle/transaction limits and controls, 24/7 priority customer support. Credit terms available (excludes CA, NV, ND, SD, NC, RI, VT).
• Fiserv/First DatacoreTechnology or IntegrationPayment processing partner for Nitro card transactions. PCI-compliant payment processor ensuring secure handling of ACH transactions linking directly to customer bank accounts for fuel and in-store purchases at Maverik.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Costco Wholesale: Operates 600+ warehouse clubs globally with integrated fuel stations that consistently offer the lowest fuel prices in their markets. Explicitly excluded from Maverik's Instant Price Match and a structural threat on fuel pricing.
• Sunoco LP: Major US fuel distributor and operator of 7,000+ fuel retail locations across the US, including company-operated and dealer-operated sites. Broader incumbent competitor in fuel marketing and distribution that Maverik compares to at the wholesale fuel procurement level.

Direct peers

• QuikTrip: Private convenience store and fuel retailer operating 1,000+ locations across the midwest, south, and east. Comparable fuel-and-fresh-food c-store model with strong brand identity and loyalty focus.
• RaceTrac: Operates 750+ convenience stores across the southern and southeastern US with a fuel-led model, fresh food program, and proprietary loyalty program. Direct competitor in the c-store-with-fuel category.
• Pilot Flying J: Largest operator of travel centers and truck stops in North America with 875+ locations. Directly comparable as a fuel-and-convenience retailer with strong fleet/commercial customer focus and similar Intermountain West and national footprint.
• Casey's General Stores: Operates 2,900+ convenience stores across 17 midwestern states, with a vertically integrated prepared-food program (pizza, donuts) and in-store kitchen capability that closely mirrors Maverik's BonFire fresh food strategy.
• Murphy USA: Operates 1,750+ low-cost fuel and convenience stores primarily adjacent to Walmart locations. Comparable business model focused on fuel-led retail with convenience store attach, similar customer demographic.
• Sheetz: Private convenience store and fuel chain with 700+ locations across the mid-Atlantic and Midwest, known for made-to-order food, proprietary loyalty program, and competitive fuel pricing. Strong direct comparable on the fresh-food and loyalty dimensions.
• Love's Travel Stops: Operates 650+ travel stops and country stores across 42 states, focused on professional drivers and fleet customers. Direct competitor in the high-flow diesel, fleet card, and professional driver rewards segments that Maverik serves with Adventure Club Professional.
• Wawa: Private convenience store chain operating 1,000+ locations along the eastern US, known for fresh prepared food, proprietary loyalty, and fuel. Closely comparable food-led c-store model though geographically non-overlapping.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Maverik

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maverik