Rotten Robbie

What Rotten Robbie does

Rotten Robbie is a Northern California fuel retail and convenience chain operating 39 stations under the corporate parent Robinson Oil Corporation, a fourth-generation, family-owned business that has operated continuously since the 1930s. The company's core offering is gasoline and diesel fuel retail, supported by convenience store merchandise, touchless car washes at six locations, branded merchandise via an online shop, and a commercial fleet fueling program. All locations stock renewable diesel meeting ASTM D975 specifications, marketed as delivering up to 80% lower lifecycle greenhouse gas emissions versus conventional diesel.

The technology stack is anchored by the Saver Club loyalty program, which uses an ACH-based debit payment rail processed by ZipLine to deliver a 10-cent-per-gallon discount without enrollment fees or credit card interchange. A companion iOS/Android mobile app provides station location, real-time fuel pricing, tap-to-pay at the pump, and exclusive in-store coupons; it carries a 4.4/5 rating across 300+ reviews. Commercial fleet customers access fuel card management and back-office integration through Pacific Pride, CFN, and Fleetwide commercial fueling network memberships, extending the chain's effective footprint to thousands of nationwide sites.

The business model is a hybrid of high-volume, low-margin retail fuel and higher-margin in-store and B2B services. Revenue is generated through per-gallon fuel transaction fees at retail, fleet card-based fuel sales to enterprise and government accounts, convenience store and car wash transactions, and online merchandise sales. The go-to-market combines direct-to-consumer acquisition (driven by the Saver Club discount, mobile app, and physical presence), enterprise field sales for fleet accounts, and product-led growth through the mobile app. Customer segments span individual retail drivers, small-to-large commercial fleets, and government agencies.

Name

Rotten Robbie

Legal name

Robinson Oil Corporation

Website

https://rottenrobbie.com

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

101–250 employees

Short description

Rotten Robbie is a fourth-generation, family-owned fuel retailer operating 39 gas stations across Northern California under parent Robinson Oil Corporation, offering gasoline, diesel, renewable diesel, convenience items, car washes, a Saver Club loyalty program, a mobile app, and commercial fleet fueling through Pacific Pride, CFN, and Fleetwide networks.

Ownership category

akta.pro rank

Product category

Retail Fuel Stations

NAICS

Gasoline Stations with Convenience Stores (45711), Gasoline Stations with Convenience Stores (457110), Gasoline Stations (4571)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Retail-Convenience Stores (5412)

akta.pro primary industry

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

akta.pro secondary industries

Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA), Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)

Keywords

• Retail fuel sales
• Convenience store retail
• Commercial fleet fueling
• Renewable diesel fuel
• Fuel loyalty program

Headquarters

HQ city

Santa Clara

HQ country

United States

HQ region

North America

Offices39 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Fuel Sales: Sale of gasoline and diesel fuel to individual consumers at 39 retail gas station locations across Northern California. Revenue generated from per-gallon fuel sales with competitive pricing strategy.
2. Commercial Fleet Fueling: B2B fuel management solutions for small to large business fleets, over-the-road transportation companies, and government agencies. Provides fuel card programs with customized controls and back-office integration through Pacific Pride, CFN, and Fleetwide networks.
3. Convenience Store Sales: Sale of snacks, drinks, and convenience items at retail locations. Products include roller grill items, coffee, drinks, ice, and other convenience store offerings.
4. Merchandise Sales: Sale of branded merchandise including tumblers, trucker hats, and shirts through the online shop.
5. Car Wash Services: Touchless car wash services available at select locations with Bronze ($13), Silver ($16), and Gold ($19) wash tiers.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Rotten Robbie operates 39 retail gas station locations across Northern California selling gasoline, diesel, and renewable diesel fuel alongside convenience store items (snacks, drinks, roller grill items, coffee, ice). The retail business is augmented by a Saver Club loyalty program (10¢/gallon savings via ACH-linked checking account), a touchless car wash at select stations, a mobile app with tap-to-pay, and a commercial fleet fueling program serving business and government fleets through Pacific Pride, CFN, and Fleetwide networks.

Product overview

Rotten Robbie (a brand of Robinson Oil Corporation) is a fourth-generation, family-owned fuel retailer operating 39 gas station locations across Northern California. The core offering is fuel retail — gasoline and diesel — supplemented by a convenience store with snacks and drinks, a touchless car wash at select locations, and branded merchandise. The product portfolio is structured as a fuel-and-convenience core with multiple integrated add-on programs: the Saver Club loyalty-and-payment program delivers a 10¢/gallon discount via ZipLine ACH payment integration; the Rotten Robbie mobile app (iOS/Android) ties together station finding, real-time pricing, tap-to-pay, and exclusive coupon delivery; commercial fleet fueling extends the business to B2B through Pacific Pride, CFN, and Fleetwide networks; and renewable diesel is available at all locations as an environmentally differentiated fuel tier.

Differentiator

Problem solved

Functional benefit

Products and services

• Saver Club A loyalty and payment program offering an instant 10-cent-per-gallon discount on every fill-up. Members link their checking account via ZipLine's ACH-based payment platform to pay at the pump or in-store, with no enrollment or annual fees. Target customers are individual consumers in Northern California.
• Rotten Robbie Mobile App A mobile application available on iOS and Android that enables station location with real-time fuel prices, Saver Club account linking for tap-to-pay at the pump, and access to exclusive coupons on snacks and drinks. Payment processing is secured by ZipLine's encryption.
• Renewable Diesel Premium renewable diesel fuel produced from vegetable oils and waste fats via hydrotreating technology. Meets or exceeds ASTM D975 specifications, serves as a drop-in replacement requiring no engine modifications, and offers up to 80% lower lifecycle greenhouse gas emissions versus conventional diesel. Available at all 39 Rotten Robbie locations.
• Commercial Fleet Fueling A commercial fleet fueling program offering fuel management solutions for small to large business fleets, over-the-road transportation companies, and government agencies. Includes access to thousands of fueling locations nationwide through Pacific Pride, CFN, and Fleetwide networks, fuel card management, customized purchasing policies, and back-office customization.
• Touchless Car Wash A touchless (no-brush) car wash service available at select locations (Brentwood, Dixon, Forestville, Lakeport, Santa Clara, Sebastopol) with three tiers: Bronze ($13), Silver ($16), and Gold ($19). Each tier adds progressive treatments including foam bath, underbody rinse, clear coat protectant, triple foam, weather guard, flash wax, and ceramic coating. Clearance height is 7 feet.
• Rotten Robbie Shop (Merchandise) An online merchandise store selling Rotten Robbie-branded goods including a 40 oz stainless steel insulated tumbler ($19.99), an adjustable trucker hat ($22), and graphic t-shirts ($20). Gift cards are also available, though redeemable in-store only.

Quantifiable outcome

• Saves 10¢/gallon on every fill-up through Saver Club ACH program
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Pacific PridecoreChannel Partner/ Reseller/ DistributorIndependent franchise of Pacific Pride Services Inc. Part of the nation's largest commercial fueling network, offering thousands of fueling stations nationwide for commercial fleet customers.
• CFN (Commercial Fueling Network)coreChannel Partner/ Reseller/ DistributorNational commercial fueling network member providing access to thousands of fueling stations across the country for fleet fueling programs.
• FleetwidecoreChannel Partner/ Reseller/ DistributorCommercial fueling network member part of the nation's largest and most progressive commercial fueling networks.
• ZipLinecoreTechnology or IntegrationLeading private label debit processor managing Saver Club accounts. Provides state-of-the-art firewall and comprehensive security methods per Federal Reserve rules. Handles ACH-based payment processing with PIN protection and fraud monitoring for the Saver Club program.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Others

• WEX Inc. Leading B2B fleet card issuer and payments platform. Operates alongside — and partially competes with — the Pacific Pride/CFN/Fleetwide network model that powers Rotten Robbie's commercial fleet offering.

Direct peers

• QuikTrip: Privately held, multi-regional fuel+c-store operator renowned for operational excellence and in-house loyalty/payment tech. Highly comparable on format, family/private ownership culture, and digital platform strategy, though geographically distinct.
• G&M Oil: Family-owned California fuel and convenience chain with comparable store count and similar playbook of retail fuel + c-store + car wash in a single state market. Closest true peer in business model and scale, though Southern California-weighted.

Broad incumbents

• Shell: Global integrated oil major with significant NorCal presence via Shell-branded stations. Comparable on the retail-fuel side and increasingly on mobile pay/loyalty through Shell Pay & Save, but at much larger scale.
• Pilot Flying J: Largest U.S. travel center/truck stop operator (Berkshire Hathaway-owned) with proprietary fleet cards and a coast-to-coast network. Overlaps with Rotten Robbie's commercial fleet offering at the network level and competes for over-the-road fleet customers.
• 76 (ConocoPhillips): ConocoPhillips' downstream retail brand with extensive West Coast station coverage including NorCal. Overlaps on fuel+c-store retail and on the recently expanded 76® fleet card program competing for similar B2B customers.
• ARCO (BP): Discount-positioned fuel brand with massive NorCal station density and aggressive per-gallon pricing. Competes head-to-head with Saver Club's 10¢ savings and tests Rotten Robbie's value proposition on price-sensitive consumers.
• Valero: Major U.S. refiner-marketer with branded retail outlets across California. Competes on fuel pricing and brand, and is a key wholesale supplier to independent retailers — making Valero both a competitor and counterparty in Rotten Robbie's supply chain.
• Speedway (Marathon Petroleum): Large U.S. fuel+c-store chain operated by Marathon Petroleum with deep loyalty-program infrastructure and an Enon, OH-based tech stack. Comparable on the integrated fuel+c-store+loyalty+mobile-pay model.
• Chevron: Largest fuel brand by volume in California with hundreds of branded stations across NorCal. Directly competes with Rotten Robbie at the pump and on station-locator mindshare, but operates nationally and on a vastly larger capex base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rottenrobbies
• LinkedInlinkedin.com/company/robinson-oil-corporation
• Instagraminstagram.com/rottenrobbies/?hl=en
• TikToktiktok.com/@rottenrobbie.gasstations
• Xx.com/rottenrobbies

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Rotten Robbie