Refuel
Refuel is a privately held retail fuel distribution and convenience store chain operating 240+ locations across five southeastern U.S. states, serving on-the-go consumers and independent fuel retailers through multi-brand retail, QSR partnerships, and wholesale fuel distribution.
- Company typePrivate
- Founded2008
- HeadquartersMt Pleasant, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Refuel does
Refuel is a privately held retail company that operates over 240 convenience store and fuel locations across five southeastern U.S. states (South Carolina, North Carolina, Mississippi, Texas, and Arkansas). The company sells retail fuel, in-store merchandise (including signature fresh offerings such as Hot N' Crispy Chicken and bean-to-cup coffee), and operates adjacent quick-service restaurant partnerships with brands such as Church's Chicken, Dairy Queen, Subway, McDonald's, Pollo El Rey, and (forthcoming) Whataburger. Refuel also generates revenue through a wholesale fuel distribution business serving independent retailers and through a monthly car wash membership program. The company serves on-the-go consumers and independent fuel retailers via a multi-brand portfolio that includes the core Refuel Market brand plus acquired regional chains (Double Quick, Buck's, Alco, Wag-a-bag, Cruizers, West Oil & Markette, Turtle Market, GreatStops, Hop-in Fuel Station, Eagles, Laneco Express, Fastrack, Whalen's, and Buddy's).
Refuel's technology stack centers on a cloud-based infrastructure with AI-driven operational tooling. Key components include Mashgin computer-vision self-checkout kiosks (planned deployment of 15 units at 10 stores following a five-store pilot) that recognize products without barcodes in under one second, AI applications in labor management, shopper tracking, and predictive loss prevention, and the Refuel Rewards mobile application for loyalty enrollment, points accumulation, and personalized offers. In late 2025, Refuel began transitioning its loyalty infrastructure to the PAR Retail platform, with the reimagined rewards program officially launching in January 2026.
The business model is anchored in transaction-based retail fuel and merchandise sales supplemented by recurring revenue from loyalty-driven repeat purchases, subscription car wash memberships, fuel quality guarantees, and B2B wholesale fuel supply. Refuel pursues an acquisition-led growth strategy, having completed 17 acquisitions since 2019 to scale from a small regional operator into a multi-state retail platform, backed by long-tenured private equity sponsor First Reserve and joint ownership with the founding team led by Co-CEOs Travis Smith and Jon Rier. Refuel also operates Quick-Service Restaurant franchises including Church's Chicken, Dairy Queen, Subway, Little Caesars, and Krystal Hamburger, expanding the food-service footprint beyond the co-located partnership model.
Refuel firmographics
Firmographics- Name
- Refuel
- Legal name
- Refuel Operating Company, LLC
- Website
- https://refuelmarket.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Refuel is a privately held retail fuel distribution and convenience store chain operating 240+ locations across five southeastern U.S. states, serving on-the-go consumers and independent fuel retailers through multi-brand retail, QSR partnerships, and wholesale fuel distribution.
- Ownership category
- akta.pro rank
Refuel industry classification
Industry- Product category
- Convenience Store & Fuel Retail
- NAICS
- Gasoline Stations with Convenience Stores (457110), Gasoline Stations with Convenience Stores (45711), Fuel Dealers (45721), Gasoline Stations and Fuel Dealers (457)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Petroleum Bulk Stations & Terminals (5171)
- akta.pro primary industry
- Fuel Stations with Convenience Retail (Forecourt C-Stores) (CRANAJAB)
- akta.pro secondary industries
- Forecourt Convenience Stores (Fuel-Integrated) (CRAHABAB), Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)
Keywords
Where Refuel is headquartered
LocationHeadquarters
- HQ city
- Mt Pleasant
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Refuel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Fuel Sales: Refuel operates retail fuel stations under multiple brands across five southeastern states, offering premium fuel with quality guarantee. Revenue generated from fuel volume sales at company-operated and co-branded locations.
- Convenience Store Merchandise: In-store merchandise sales including hot food, snacks, beverages, and grab-n-go items. Signature offerings include Hot N' Crispy Chicken and bean-to-cup coffee.
- Quick-Service Restaurant Partnerships: Adjacent QSR partnerships with brands including Church's Chicken, Dairy Queen, Subway, McDonald's, Pollo El Rey, and Whataburger. QSRs pay for co-location and Refuel benefits from increased foot traffic.
- Loyalty Program: Refuel Rewards program where members earn 10 cents per gallon for every $25 spent in-store, automatic point conversion at 20 points per dollar, and access to personalized offers and rewards catalog.
- Car Wash Membership: Unlimited car wash memberships at participating locations in exchange for monthly fee. Vehicle-specific and non-transferable.
- Wholesale Fuel Distribution: Wholesale fuel program offering fuel supply, inventory management, and logistics to independent operators. Revenue from fuel volume sales to wholesale customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Monthly | Refuel Rewards Loyalty Program - Fuel savings tier |
| Subscription | Monthly | Car Wash Unlimited Membership |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Refuel product offering
Product offeringCore offering
Refuel operates 240+ convenience stores and retail fuel stations across five southeastern U.S. states (South Carolina, North Carolina, Mississippi, Texas, and Arkansas) under multiple owned and acquired brands. The company sells retail fuel with a quality guarantee, in-store convenience merchandise and fresh food (including signature Hot N' Crispy Chicken and bean-to-cup coffee), operates the Refuel Rewards loyalty program, and offers unlimited car wash memberships alongside 30+ adjacent quick-service restaurant partnerships. Refuel also provides wholesale fuel supply and operational support to independent fuel retailers.
Product overview
Refuel operates a multi-format convenience store and fuel retail platform consisting of owned brands and acquired chains. The core offering is Refuel Market convenience stores combined with retail fuel sales, supported by the Refuel Rewards loyalty program. The portfolio includes acquired brands such as Double Quick, and the company generates additional revenue through adjacent quick-service restaurant partnerships (Church's Chicken, Dairy Queen, Subway, McDonald's, Pollo El Rey, Whataburger) and a wholesale fuel distribution business. Additional services include car wash membership and fuel quality guarantees.
Differentiator
Problem solved
Functional benefit
Products and services
- Refuel Market Convenience Stores Refuel Market is the company's primary convenience store brand offering fuel, fresh food, beverages, and convenience items across stores in South Carolina, North Carolina, Mississippi, Texas, and Arkansas.
- Double Quick Convenience Stores Double Quick is an acquired convenience store brand operating locations primarily in Mississippi, with 48+ stores originally acquired in Indianola, MS and expanded into the Meridian and Jackson market.
- Refuel Rewards Loyalty Program Refuel's loyalty program offering automatic fuel savings (10 cents per gallon for every $25 spent in-store), automatic point conversion (20 points per dollar), targeted personalized offers, interactive challenges, and a rewards catalog. The program transitioned to PAR Retail platform in 2025.
- Car Wash Membership Car wash membership program offering unlimited washes at participating locations for a monthly fee. Membership is vehicle-specific, auto-renews monthly, and includes terms for service availability, cancellation, and vehicle restrictions.
- Wholesale Fuel Distribution Wholesale fuel distribution services for convenience stores and fuel retailers, including project management from site evaluation to grand opening, in-house engineering and logistics, national contract pricing on fuel and equipment, and inventory management.
- In-Store Fresh Food Menu In-store fresh food offerings available at Refuel convenience store locations, featuring signature items including Hot N' Crispy Chicken, bean-to-cup coffee, grab-n-go bites, snacks, and beverages sold across the 240+ store network.
Quantifiable outcome
- Growth from 4-5 locations in 2019 to 240+ locations through 17 acquisitions
- +2 more outcomes
Companies that use Refuel
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Refuel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability5 records
Feature3 records
Refuel partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- WhataburgercoreWhataburger is a Texas-based burger chain partnering with Refuel for an adjacent QSR location in Kenedy, Texas (late 2026). This is Refuel's first Whataburger partnership, complementing their existing roster of over 30 c-store adjacent restaurants.
- PAR TechnologycorePAR Technology provides the PAR Retail platform for Refuel's loyalty program transition. Refuel announced the beginning of its transition to PAR Retail platform in late 2025.
- MashgincoreMashgin provides AI-powered self-checkout kiosks for convenience stores. Refuel piloted Mashgin kiosks at five stores and is expanding with 15 new kiosks at 10 additional locations following successful pilot.
- SuckerPunchminorPickle brand with 3,000+ new store placements nationwide. SuckerPunch products available at Refuel locations as part of distribution partnership expansion into convenience retailers.
- Leukemia & Lymphoma SocietyminorLLS is Refuel's official charity partner since May 2022. Refuel has donated over $1 million through Refuel Cares initiatives and Point of Sales campaigns.
- Double QuickcoreDouble Quick is a convenience store brand acquired by Refuel with 48+ locations in Mississippi. Newly acquired stores are being integrated under the Double Quick brand.
- Church's ChickencoreQuick-service restaurant brand with multiple locations adjacent to Refuel convenience stores.
- Dairy QueencoreQuick-service restaurant brand with multiple locations adjacent to Refuel convenience stores.
- SubwaycoreQuick-service restaurant brand with multiple locations adjacent to Refuel convenience stores.
- McDonald'scoreQuick-service restaurant brand with multiple locations adjacent to Refuel convenience stores.
- Pollo El ReycoreQuick-service restaurant brand with multiple locations adjacent to Refuel convenience stores.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Refuel competitors and assessment
Company assessmentDirect peers
- GPM Investments / ARKO Corp: ARKO Corp (NASDAQ: ARKO) is a publicly traded convenience store and fuel retail consolidator that has grown aggressively through acquisitions of regional c-store chains, similar to Refuel's PE-backed roll-up strategy. Both companies acquire independent operators, retain local brands, and operate in overlapping southeastern U.S. geographies.
- Yesway / BW Gas & Convenience (Allsups): Yesway is a PE-backed convenience store and fuel chain that has executed a similar acquisition-driven expansion in the South-Central U.S., recently merged with Allsups. Its strategy of consolidating regional c-store chains mirrors Refuel's approach and it is also a portfolio company with backing from Brookwood Financial Partners.
- RaceTrac: RaceTrac is a large private southeastern U.S. c-store and fuel chain operating across many of the same geographies as Refuel. Co-CEO Jon Rier spent 14 years at RaceTrac in strategic analysis, finance, and fuel operations, and the two compete head-to-head for high-traffic sites across the Southeast.
- Maverik: Maverik is a privately held, PE-backed convenience store and fuel chain with an aggressive acquisition and new-build growth strategy in the Western U.S. Refuel's CTO previously held senior IT roles at Maverik, and the two operate similar asset-light growth models in c-store retail.
- EG America (EG Group): EG Group is a global PE-backed convenience store and fuel retail platform that has acquired multiple regional U.S. chains, including Cumberland Farms, Kwik Shop, Loaf 'N Jug, and Fastrac. Its asset-heavy, acquisition-led U.S. model closely parallels Refuel's strategy of acquiring and integrating independent regional operators.
- Murphy USA: Murphy USA (NYSE: MUSA) is a publicly traded convenience store and fuel chain focused on smaller-format, high-volume sites adjacent to Walmart Supercenters. Its model of small-box fuel-and-convenience retail directly overlaps with Refuel's smaller-market convenience footprint and fuel-led value proposition.
Broad incumbents
- Wawa: Wawa is a large privately held convenience store and fuel chain known for its loyalty program, fresh food offering, and tech-enabled stores. While Refuel does not directly compete in Wawa's core Mid-Atlantic geography, Wawa represents the c-store/fuel format benchmark that Refuel is building toward with Refuel Rewards and Mashgin kiosks.
- QuikTrip: QuikTrip is a large, well-capitalized private convenience store and fuel chain operating across the South, Midwest, and Southeast. It competes with Refuel for talent, sites, and customer loyalty in the South-Central U.S. and represents a broader incumbent benchmark for unit-level profitability.
- Parkland Corporation: Parkland is a Canadian convenience store and fuel retail operator with U.S. retail exposure. Its portfolio includes On the Run / Circle K-branded sites in some U.S. markets and similar fuel-led retail economics that make it a relevant scale and operating benchmark for Refuel.
- Casey's General Stores: Casey's (NASDAQ: CASY) is a publicly traded convenience store and fuel chain with a strong loyalty program, prepared food offering, and disciplined acquisition strategy in the Midwest and South. Its successful playbook of integrating acquired stores and growing inside sales is directly comparable to Refuel's longer-term roadmap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Refuel social profiles
Digital presenceRefuel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Refuel leadership team
Management profileNumber of profiles
Profiles20 records
Refuel subsidiaries and ownership
Company hierarchySubsidiaries19 records
Refuel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Refuel M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Refuel
What does Refuel do?
Refuel operates 240+ convenience stores and retail fuel stations across five southeastern U.S. states (South Carolina, North Carolina, Mississippi, Texas, and Arkansas) under multiple owned and acquired brands. The company sells retail fuel with a quality guarantee, in-store convenience merchandise and fresh food (including signature Hot N' Crispy Chicken and bean-to-cup coffee), operates the Refuel Rewards loyalty program, and offers unlimited car wash memberships alongside 30+ adjacent quick-service restaurant partnerships. Refuel also provides wholesale fuel supply and operational support to independent fuel retailers.
Is Refuel a public or private company?
Refuel is a private company. It is classified as private equity controlled and is currently operating.
When was Refuel founded?
Refuel was founded in 2008. It employs 1,001 to 5,000 people.
Where is Refuel based?
Refuel is headquartered in Mt Pleasant, United States, in the North America region.
How does Refuel make money?
Six revenue lines are on record. Retail Fuel Sales are the primary driver. The others are convenience Store Merchandise, quick-Service Restaurant Partnerships, loyalty Program, car Wash Membership and wholesale Fuel Distribution.
Who are Refuel's main competitors?
Direct peers on record are GPM Investments / ARKO Corp, Yesway / BW Gas & Convenience (Allsups), RaceTrac, Maverik, EG America (EG Group) and Murphy USA. Broad incumbents are Wawa, QuikTrip, Parkland Corporation and Casey's General Stores.
Does Refuel have an API?
No public API is recorded for Refuel.
What industry is Refuel in?
Refuel's product category is Convenience Store & Fuel Retail. Its primary akta.pro industry code is CRANAJAB, Fuel Stations with Convenience Retail (Forecourt C-Stores), with a secondary code of CRAHABAB, Forecourt Convenience Stores (Fuel-Integrated). Its NAICS code is 457110 and its SIC code is 5500.