Cumberland Farms

What Cumberland Farms does

Cumberland Farms, Inc. (legal entity EG America, LLC) is a U.S. convenience store and fuel retail platform headquartered in Westborough, Massachusetts, building on a brand founded in 1939 as a single-cow dairy operation in Cumberland, Rhode Island. The company now operates more than 1,500 company-owned retail locations across 24 states under eleven regional banners — Cumberland Farms (flagship, primarily New England), Certified Oil, Fastrac, Kwik Shop, Loaf N' Jug, Minit Mart, Quik Stop, Sprint, Tom Thumb, Coen Markets, and Turkey Hill — and is a wholly-owned subsidiary of U.K.-based EG Group, which operates over 6,200 sites globally. Cumberland Farms serves daily commuters, local residents, and business fleet operators with fuel, food, beverages, snacks, and convenience items through physical retail, with 1,400+ proprietary fuel sites and 216 food outlets inside the platform.

The platform's core technology is the SmartRewards mobile loyalty application, which counts approximately 6 million members and has been associated with approximately $5 billion of member fuel sales since its 2013 launch. SmartRewards integrates fuel payment, points accrual (one point per gallon of fuel, one point per dollar of in-store or tobacco spend), and rewards redemption, including 10 cents per gallon everyday fuel savings and free beverages at 80-gallon milestones. The company complements this consumer application with two B2B fleet-card products: SmartPay Business (10 cents per gallon at 1,400+ EG America locations) and the Mastercard-accepting Alloy Fleet Card (with telematics integration and 1% cashback on non-fuel purchases for Premium tier). Food-service revenue combines proprietary private-label products (Farmhouse Premium chocolates, snacks, bakery, and ice cream) and a proprietary restaurant concept (Ria's Pizzeria) with co-branded partnerships featuring Sbarro, Burger King, Subway, Taco John's, Cinnabon, and Krispy Krunchy Chicken. On-demand delivery from 800+ participating stores is enabled through a DoorDash partnership, with planned expansion to more than 1,300 locations.

Revenue is generated primarily transactionally across three streams: fuel sales at 1,400+ proprietary fuel sites, in-store merchandise and grocery sales, and food service (hot food, branded private-label products). B2B revenue from fleet-card programs (SmartPay and Alloy) provides a smaller but stickier enterprise segment with volume-based fuel pricing. The go-to-market blends direct-to-consumer retail, a product-led growth motion via the SmartRewards app, and a sales-led motion focused on growth-by-acquisition (e.g., the Coen Markets deal adding 54 stores, 3 new-to-industry sites, and 20 dealer locations in Pennsylvania, Ohio, and West Virginia). The strategy emphasizes multi-banner consolidation, including a multi-quarter store rebranding initiative that converted 72 former Tom Thumb, Sprint, and Neon Marketplace locations to the Cumberland Farms banner as of Q1 2026, with 158 additional Loaf N' Jug and Tom Thumb conversions targeted. Q1 2026 EBITDA at the parent EG Group grew 30% year-over-year to $187 million.

Name

Cumberland Farms

Legal name

EG America, LLC

Website

https://cumberlandfarms.com

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Cumberland Farms is a U.S. convenience store and fuel retailer operating 1,500+ locations across 24 states under 11 regional banners. A subsidiary of EG Group, it serves commuters, local residents, and fleet operators with fuel, food, beverages, and the SmartRewards loyalty platform.

Ownership category

akta.pro rank

Product category

Convenience Store and Fuel Retail

NAICS

Gasoline Stations with Convenience Stores (45711)

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), Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK)

Keywords

• Convenience store retail
• Fuel retail services
• Loyalty rewards program
• Fleet fuel cards
• Food service retail

Headquarters

HQ city

Framingham

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Sale of gasoline and diesel fuel through company-operated and proprietary fuel sites across 1,400+ locations
2. In-Store Merchandise and Grocery: Sale of snacks, beverages, tobacco products, and grocery items across convenience store locations
3. Food Service: Hot food including pizza, breakfast sandwiches, coffee, and branded private-label products (Farmhouse Premium chocolates, snacks, bakery, ice cream)
4. Fleet Fuel Cards: Business fuel card programs (SmartPay Business, Alloy Fleet Card) providing fuel pricing discounts and fleet management services
5. Delivery Partnership (DoorDash): On-demand delivery of snacks, sandwiches, pizza, coffee through DoorDash partnership from 800+ participating stores
6. Loyalty Program Data: SmartRewards program with 6 million members collecting purchase data for targeted marketing and customer insights

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Cumberland Farms operates a multi-banner convenience store and fuel retail platform with 1,500+ locations across 24 U.S. states under 11 banners. The company sells gasoline, snacks, beverages, tobacco, grocery items, and fresh food (pizza, breakfast sandwiches, coffee) at its physical locations, complemented by the SmartRewards loyalty program offering 10¢/gallon everyday fuel discounts. Business fleet fuel card programs (SmartPay Business and Alloy Fleet Card) serve commercial fleet operators with volume discounts and expense management tools.

Product overview

Cumberland Farms operates as a multi-banner convenience store and fuel retail platform consisting of 11 sub-brands (Cumberland Farms, Certified Oil, Fastrac, Kwik Shop, Loaf N' Jug, Minit Mart, Quik Stop, Sprint, Tom Thumb, Coen Markets, and Turkey Hill) across 24 states. The core offering centers on the SmartRewards loyalty platform which provides fuel savings and in-store rewards, supplemented by SmartPay Business and Alloy Fleet Card fleet management solutions. Fresh food service includes proprietary Farmhouse brand products alongside partnered restaurant concepts (Sbarro, Burger King, Subway, Taco John's, Cinnabon, Krispy Krunchy, Ria's Pizzeria). Delivery integration through DoorDash extends the convenience offering to on-demand home delivery.

Differentiator

Problem solved

Functional benefit

Brands

• SmartRewards: Loyalty rewards program offering points for fuel and in-store purchases, with 6 million members as of Q1 2026.
• SmartPay
• Farmhouse Premium
• Ria's Pizzeria

Products and services

• Cumberland Farms Convenience Stores Flagship convenience store and fuel retail brand operating across Connecticut, Florida, Massachusetts, Maine, New York, New Hampshire, Rhode Island, and Vermont, offering gasoline, grocery, and food service to individual consumers.
• SmartRewards Loyalty Program Loyalty and rewards program offering 10 cents per gallon fuel savings, points for in-store purchases and tobacco products, free beverages for every 80 gallons purchased, and mobile app access for payment and rewards management for individual consumers.
• SmartPay Business Fleet Card

Quantifiable outcome

• Q1 2026 EBITDA grew 30% year-over-year to $187 million
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Ria's PizzeriacoreStrategic or Co-development Partner · 30 November 2022EG Group's proprietary pizza restaurant concept with pizza by the slice and whole pies made to order. Second location opened at Cumberland Farms in Norton, MA. Menu includes Nashville hot chicken, chicken bacon ranch, breakfast pizzas.
• DoorDashcoreChannel Partner/ Reseller/ Distributor · 19 September 2022On-demand delivery partnership enabling customers to order snacks, sandwiches, pizza, coffee and more from 800+ participating Cumberland Farms, Fastrac, Sprint and Minit Mart stores through DoorDash's app and website. Expansion planned to 1,300+ locations.
• SbarrocoreStrategic or Co-development PartnerRestaurant partnership offering pizza, Stromboli, and other fan favorites at Cumberland Farms store locations. Second Ria's Pizzeria location opened at Cumberland Farms in Norton, MA.
• Burger KingcoreStrategic or Co-development PartnerRestaurant franchise partnership at Cumberland Farms locations including Orange Beach, AL and Santa Rosa Beach, FL locations.
• SubwayminorStrategic or Co-development PartnerRestaurant partnership offering submarine sandwiches at select Cumberland Farms locations.
• Taco John'sminorStrategic or Co-development PartnerRestaurant partnership offering Mexican food at select Cumberland Farms locations.
• CinnabonminorStrategic or Co-development PartnerRestaurant partnership offering cinnamon rolls and baked goods at select Cumberland Farms locations.
• Krispy Krunchy ChickenminorStrategic or Co-development PartnerRestaurant partnership offering fried chicken at select Cumberland Farms locations.
• DAV (Disabled American Veterans)coreGTM or Marketing PartnerCharitable partnership raising funds for Disabled American Veterans. Partnership since 2019 with nearly $3 million raised. Guests can donate at checkout.
• American Cancer SocietycoreGTM or Marketing PartnerCharitable partnership with 'Fuel The Hope for Change' campaign raising $643,000. Funds support advocacy, research, and patient support programs.
• American Red CrosscoreGTM or Marketing PartnerCharitable partnership with $627,000 raised in recent campaign. Total of $4.1 million raised for partner organizations since 2020.

Scale indicators12 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• Sheetz:
• Wawa: Private Pennsylvania-based convenience store and fuel chain with ~1,000+ locations across the Mid-Atlantic and Southeast. Closely comparable to Cumberland Farms on fuel-plus-prepared-food model, strong regional loyalty, and private-company culture; serves overlapping customer occasions with made-to-order food and proprietary beverages.

Broad incumbents

• 7-Eleven: Operates the largest US convenience store and fuel retail network (~13,000 US stores after Speedway acquisition), with integrated fuel, foodservice, and loyalty (7Rewards). Most direct large-scale competitor to Cumberland Farms' multi-banner platform, serving overlapping customer occasions with similar fuel-plus-convenience model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cumberlandfarms
• Facebookfacebook.com/cumberlandfarms
• LinkedInlinkedin.com/company/cumberland-farms

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Cumberland Farms