Sapp Bros
Sapp Bros., Inc. is a privately held, family-founded operator of 18 full-service travel centers along the I-80 corridor and 33+ petroleum wholesale distribution locations across the Midwest, serving professional truck drivers, fleet operators, individual consumers, agriculture, construction, and industrial customers with fuel, lubricants, DEF, propane, restaurants, truck service, and certified scales.
- Company typePrivate
- Founded1971
- HeadquartersOmaha, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Sapp Bros does
Sapp Bros., Inc. is a privately held, family-founded company incorporated in Omaha, Nebraska in 1971 that operates two integrated business divisions: Sapp Bros. Travel Centers (18 full-service travel centers primarily along the Interstate 80 corridor from Toquerville, Utah to Clearfield, Pennsylvania, plus a 2025 expansion on I-15) and Sapp Bros. Petroleum, Inc. (33+ wholesale distribution locations across Nebraska, Iowa, Kansas, and surrounding states). The travel centers offer diesel, gasoline, CNG, and specialty fuels; multiple proprietary restaurant brands (Apple Barrel, Coffee Kettle Cafe, Aunt Lu's Cafe, Burrito Bros., Lucille's Famous Fried Chicken, Bill & Lucille's Gourmet Grab N' Go); 11 co-located service centers with ASE-certified technicians; 16 certified truck scales; clean restrooms and showers; and the Guest Rewards loyalty program accessible via a mobile app. The petroleum division wholesales refined fuels, the proprietary Ameriguard lubricant brand, Diesel Exhaust Fluid (DEF), propane (residential, commercial, industrial, and fleet), specialty fuels (aviation, racing), and provides retail branding, on-site fueling, and equipment/tank programs to commercial, industrial, agricultural, and municipal customers.
Revenue is generated through a diversified transaction-based model: retail fuel margins at travel centers, wholesale fuel and lubricant distribution, restaurant and convenience store sales, fleet Express Card recurring accounts, tire sales and service, and professional services for c-store branding. Pricing is largely transactional (per-gallon, per-unit) with the Guest Rewards tiered loyalty program (Tier 1 at 0-1,249 gallons/month through Diamond Status at 2,250+ gallons/month) and CNG priced at average $2.10/gallon offering 40-54% savings versus gasoline and diesel. Customer segments include professional truck drivers, fleet operators, individual consumers, agriculture, construction, mining, railroad, municipalities, and convenience store owners. Distribution is supported by SBT, Inc., a wholly-owned transportation subsidiary formed in 1999, with go-to-market conducted through direct retail, dedicated fleet sales, wholesale distribution, and digital channels (mobile app, customer portal).
The company has grown through a sustained 30-year acquisition strategy beginning with the 1996 mergers of Poland Oil and Pro Oil, followed by Nielsen Oil (1997), Oil Products Company (1999), and continuing through Home Oil Northeast Kansas (2022) and Pelgas (2021). It is led by CEO Andrew Richard (joined 2009) and CFO Tyler Marsh (joined 2011), with presidents of each operating division. The company is recognized as one of the leading petroleum distributors in the United States and has maintained 100% fuel supply reliability over 50+ years.
Sapp Bros firmographics
Firmographics- Name
- Sapp Bros
- Legal name
- Sapp Bros., Inc.
- Website
- https://sappbros.net
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Sapp Bros., Inc. is a privately held, family-founded operator of 18 full-service travel centers along the I-80 corridor and 33+ petroleum wholesale distribution locations across the Midwest, serving professional truck drivers, fleet operators, individual consumers, agriculture, construction, and industrial customers with fuel, lubricants, DEF, propane, restaurants, truck service, and certified scales.
- Ownership category
- akta.pro rank
Sapp Bros industry classification
Industry- Product category
- Travel Center & Petroleum Distribution Services
- NAICS
- Gasoline Stations with Convenience Stores (45711), Fuel Dealers (45721), Fuel Dealers (457210), Other Gasoline Stations (45712)
- SIC
- Wholesale-Petroleum Bulk Stations & Terminals (5171), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Truck Stops & Travel Centers (Fuel + Convenience) (CRANAJAC)
- akta.pro secondary industries
- Truck Stops & Travel Centers (Heavy-Duty Retail) (EUALAIAF), Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)
Keywords
Where Sapp Bros is headquartered
LocationHeadquarters
- HQ city
- Omaha
- HQ country
- United States
- HQ region
- North America
Offices37 records
Markets served
Sapp Bros business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Fuel Sales: Sale of gasoline, diesel (regular and premium), CNG, and specialty fuels at 18 travel centers and through wholesale petroleum distribution network.
- Restaurant Operations: Full-service restaurants (Apple Barrel, Coffee Kettle Cafe, Aunt Lu's Cafe), quick-serve Mexican (Burrito Bros.), Lucille's Famous Fried Chicken, and grab-and-go options at travel centers.
- Service Center & Truck Repair: ASE-certified technicians providing truck repair, preventive maintenance, tire service, and roadside assistance. Partnership with United Axle for specialized axle/spindle repair.
- Guest Rewards Loyalty Program: Points-based loyalty program earning points on fuel, store, and restaurant purchases. Points redeemable at travel centers, restaurants, and service centers.
- Fleet Accounts & Express Card: Fleet fueling accounts with Express Card providing at-the-pump activation, security features, competitive terms, and Electronic Funds Transfer billing.
- Wholesale Petroleum Distribution: Bulk fuel delivery, lubricants, DEF, propane distribution to commercial, industrial, agricultural, and fleet customers through 33+ petroleum locations.
- Tire Sales & Service: Full-service tire center with Goodyear and Michelin national account service, wholesale tire programs for fleet managers, and price-beat guarantee.
- Shower Facilities: Clean hot showers available at travel centers, with free shower credits earned through fuel and service purchases. Commercial rate available.
- Retail Branding & Consulting: Convenience store solutions including vendor consulting, branding, site development, construction, and operational training for c-store owners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Guest Rewards Professional Driver Tier 1: 0-1249 gallons/month |
| Transaction based/ take rate | Pay-as-you-go | Guest Rewards Professional Driver Tier 2: 1250-1749 gallons/month |
| Transaction based/ take rate | Pay-as-you-go | Guest Rewards Professional Driver Tier 3: 1750-2249 gallons/month |
| Transaction based/ take rate | Pay-as-you-go | Guest Rewards Professional Driver Diamond Status: 2250+ gallons/month |
| Transaction based/ take rate | Pay-as-you-go | Gas Customer Rewards |
| Unit Pricing | Pay-as-you-go | Shower Pricing |
| Unit Pricing | Pay-as-you-go | Full Preventive Maintenance Service |
| Unit Pricing | Pay-as-you-go | Certified Scale Weigh-In |
| Unit Pricing | Pay-as-you-go | CNG Fuel |
| Unit Pricing | Pay-as-you-go | Diesel Exhaust Fluid (DEF) |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels11 records
Sapp Bros product offering
Product offeringCore offering
Sapp Bros. operates 18 full-service travel centers along the Interstate 80 corridor (and I-15/I-29 extensions) offering diesel and gasoline fuel, multiple restaurant brands, showers, convenience stores, certified truck scales, and 11 co-located service centers. The company also runs a petroleum wholesale distribution network of 33+ locations delivering refined fuels, lubricants, DEF, propane, and specialty fuels to commercial, industrial, agricultural, and fleet customers across the Midwest and Mountain West.
Product overview
Sapp Bros. operates a diversified energy and hospitality business with two main divisions: Travel Centers (18 locations across 8 states) and Petroleum Wholesale Distribution. The Travel Centers offer fuel products (diesel, gasoline, CNG), multiple restaurant brands (Apple Barrel, Coffee Kettle Cafe, Aunt Lu's Cafe, Burrito Bros., Lucille's Famous Fried Chicken, Bill & Lucille's Gourmet Grab N' Go), 11 Service Centers with ASE-certified technicians, certified scales at 16 locations, clean restrooms and showers, and the Guest Rewards loyalty program accessible via mobile app. The Petroleum division provides refined fuels (diesel, gasoline, biodiesel, kerosene), lubricants including the proprietary Ameriguard brand, Diesel Exhaust Fluid (DEF), propane for residential/commercial/industrial/fleet use, specialty fuels (aviation, racing), retail branding solutions for convenience stores, wholesale fleet services including on-site fueling, and equipment. The Express Card enables fleet operations management. These products are distributed through 30+ wholesale outlets across multiple states, supported by the company's own transportation fleet (SBT, Inc.).
Differentiator
Problem solved
Functional benefit
Brands
- Apple Barrel Restaurant: Family-friendly, full-service cafe offered in 9 select Sapp Bros. travel centers with quality menu choices at affordable prices.
- Burrito Bros.
- Coffee Kettle Cafe
- Aunt Lu's Cafe & Buffet
- Lucille's Famous Fried Chicken
- Bill & Lucille's Gourmet Grab N' Go
- Ameriguard®
- Mom Approved Restrooms™
- Guest Rewards
- Sapp Bros. Express Card
Products and services
- Sapp Bros. Travel Centers Full-service travel centers offering fuel, restaurants, showers, certified scales, and convenience stores across 18 locations in 8 states, primarily along the I-80 corridor.
- Fuel Products Quality diesel and gasoline fuels including premium diesel, ultra-low-sulfur diesel, premium biodiesel, kerosene, and all grades of gasoline tested regularly for octane ratings and fuel stability.
- Guest Rewards Loyalty Program Loyalty rewards program allowing guests to earn points on fuel purchases (1-5 points per gallon), store purchases, shop purchases, and restaurant visits. Features tiered benefits for professional drivers based on monthly diesel/DEF gallon volume and 3 cents off gasoline for gas customers.
- Sapp Bros. Mobile App Mobile application for iOS and Android enabling rewards management, points tracking, location finder, viewing specials, and accessing exclusive deals.
- Express Card Fleet Fueling Fleet fueling card with security code capability, at-the-pump card reader approval, additional theft security, competitive terms, and simple payments via Electronic Funds Transfer.
- Service Centers ASE-certified technician services at 11 locations including oil changes, brakes, alignment, DOT inspections, exhaust work, clutch replacement, spindle repair, engine repair, and tire service.
- Full-Service Tire Center Expert tire service and replacement with price-match guarantee. Services Goodyear and Michelin national accounts with TIA-certified staff offering Michelin, BFGoodrich, Cooper, Goodyear, Sailun, and Toyo brands.
- Roadside Service 24-hour roadside assistance sending technicians to customer location for full mechanical work, jumpstarts, tires, axle repair, fuel delivery, electrical work, and more.
- Full Preventive Maintenance Service Complete preventive maintenance including oil change, up to 3 Baldwin filters, tractor & trailer lube, multi-point inspection, and a free steak dinner with purchase.
- Certified Truck Scales Certified truck scales at 16 travel center locations with guaranteed accuracy. First weigh-in free. Earn 100 Guest Rewards points per scale visit. Reimbursement guarantee if fined after scale reading.
- Restrooms & Showers Clean restrooms (Mom Approved Restrooms trademarked) with hot water sinks, towel dispensers, heated toilet seats, and bidets. Hotel-quality showers including couples showers. $15 per shower, or free through fuel and service purchases.
- Compressed Natural Gas (CNG) Fueling CNG fuel stations in partnership with Stirk CNG for fleet conversion. Average price of $2.10/gallon with up to 40% savings over gasoline and 54% savings over diesel. Available in Lincoln, NE and Council Bluffs, IA.
- Wholesale Refined Fuels Distribution Bulk distribution of premium diesel, ultra-low-sulfur diesel #1 and #2, premium biodiesel, kerosene, all grades of gasoline, unleaded fuels, and propane. Specialty fuels include Avgas/aviation fuel, jet fuel, racing gasoline, and methanol.
- Ameriguard Lubricants Proprietary brand of oil and lubricant products including engine oil, hydraulic oil, gear oil, grease, turbine oil, antifreeze, and chemicals for protecting engines and equipment.
- Diesel Exhaust Fluid (DEF) Complete DEF solutions including 2.5-gallon containers, drums, 275-gallon and 330-gallon totes, and bulk delivery. Nontoxic solution of 67.5% de-ionized water and 32.5% automotive grade urea for SCR systems.
- Propane Products & Services Propane for residential, commercial, industrial, forklift, propane-powered fleet, and grill tank exchange. Powers the nation's largest propane-powered school bus fleet in Omaha.
- Residential Propane Delivery Home propane delivery for heating, hot water, cooking, backup power, outdoor firepits, grills, patio heaters, pool/spa heaters, and RV/camper tanks.
- Retail Branding & C-Store Solutions Convenience store solutions including vendor consulting, branding and signage, government compliance, property analytics, commercial real estate, construction projects, 24/7 bulk-fuel transport, and merchant services.
- Wholesale Fleet Services On-site fueling via tank wagon, wet-hose, or transport load; lubricants; DEF; wholesale tires; propane; and travel center services for fleet operations.
- Equipment & Tank Programs Above-ground fuel storage tanks, containment, pumps, meters, and dispensing equipment. Custom-designed options available with site-to-site mobility.
- Customer Portal Online account management with 24/7 access to view and download invoices, access account statements, review account history, and submit secure online payments for fleet and petroleum customers.
Quantifiable outcome
- 40-54% fuel cost savings with CNG compared to gasoline and diesel
- +4 more outcomes
Companies that use Sapp Bros
Customer profileNamed customers5 records
Segments9 records
Ideal customer profiles7 records
Sapp Bros technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature2 records
Sapp Bros partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- United AxlecoreMaster-certified technicians providing axle repair and spindle replacement services at Sapp Bros. Service Centers. United Axle's patented threaded spindle technology allows replacements in under 3 hours at 1/6th the cost of full axle housing replacement. Service available at Nebraska City/Percival and via fully-equipped roadside service vehicles.
- Stirk CNGcoreCNG expert partner helping bring fast-fueling CNG pumps to Sapp Bros. Travel Center locations. Currently operating at Lincoln, NE and Council Bluffs, IA. Stirk CNG also assists fleet customers with vehicle conversion to CNG.
- GoodyearcoreNational account tire service partnership. Sapp Bros. Full-Service Tire Centers service Goodyear national accounts.
- MichelincoreNational account tire service partnership. Sapp Bros. Full-Service Tire Centers service Michelin national accounts.
- BPminorMajor petroleum brand supplier for Sapp Bros. branded fuel marketing network.
- Phillips 66minorMajor petroleum brand supplier for branded fuel distribution through wholesale network.
- ShellminorMajor petroleum brand supplier for branded fuel marketing.
- Sinclair OilminorWholesale gasoline distribution under Sinclair brand through Sapp Bros. network.
- ValerominorPetroleum supplier for branded fuel distribution.
- ConocoPhillipsminorMajor petroleum brand supplier for branded fuel marketing.
- Marathon PetroleumminorFleet distribution partnership with Marathon fuel.
- VP Racing FuelsminorPartner for racing fuel products at retail branding locations.
- Truckers Chapel MinistriesminorPartner providing chapel services for professional drivers at multiple Sapp Bros. locations. First chapel built at Omaha location in early 1980s. Additional chapels at Cheyenne, WY and Clearfield, PA.
- Propane Education & Research CouncilminorIndustry organization providing propane safety best practices and procedures that Sapp Bros. references for their propane safety program.
- Power ServiceminorMajor lubricant brand distributed through Sapp Bros. petroleum network.
- PEAK (Old World Industries)minorAutomotive and truck lubricant brand distributed through Sapp Bros. network.
- CastrolminorPremium lubricant brand distributed through Sapp Bros. petroleum locations.
- Petro-CanadaminorLubricant brand distributed through Sapp Bros. petroleum network.
- TotalEnergiesminorInternational lubricant brand distributed through Sapp Bros. petroleum network.
- AmeriguardcoreProprietary lubricant brand created and marketed by Sapp Bros. Expanding product line includes engine oils, hydraulic oils, gear oils, greases, and more.
Scale indicators12 records
Recent moves12 records
Expansion highlights6 records
Sapp Bros competitors and assessment
Company assessmentBroad incumbents
- Sunoco LP: Master limited partnership focused on fuel distribution and motor fuel sales across the U.S. Comparable on the wholesale fuel distribution economics and branded fuel marketing that Sapp Bros. runs through its 33+ petroleum locations.
- RaceTrac: Privately held convenience store and fuel retailer with ~750+ locations across the South and Midwest. Comparable in private, family-operated governance and in fuel/retail mix, though more convenience-focused and less concentrated on long-haul trucking corridors.
- Murphy USA: NYSE-listed Fortune 500 fuel and convenience retailer with ~1,750 locations. Comparable on fuel retail economics and supplier relationships, though focused on smaller-format, low-cost fuel kiosks rather than full-service travel centers.
- Global Partners: Northeast-based master limited partnership involved in wholesale and retail distribution of gasoline, distillates, and propane. Comparable on the petroleum wholesale and terminal storage side of Sapp Bros.' business, though more weighted to distribution rather than retail travel centers.
Direct peers
- Pilot Travel Centers (Pilot Flying J): The largest travel center operator in North America with ~875+ locations, owned by Berkshire Hathaway since 2017. Directly comparable as a highway-corridor travel center business serving professional drivers with fuel, food, scales, and service, though at materially greater scale and capital backing than Sapp Bros.
- Love's Travel Stops: Privately held, family-operated travel center chain with ~600+ locations across the U.S. Closely comparable in business model (fuel, food, service centers, loyalty program) and in family-owned governance. Competes head-to-head with Sapp Bros. on I-80 and adjacent corridors.
- Maverik: Western U.S. travel center and convenience store chain (~400+ locations), acquired by FJ Management in 2022. Comparable as a regional fuel/food travel center operator; recent expansion into adjacent geographies creates direct competitive overlap with Sapp Bros.' Utah and Colorado sites.
- TravelCenters of America: Pre-2023 independent travel center chain, acquired by BP in 2023. Operates TA and Petro brands with nationwide travel center and truck service offerings. Highly comparable on amenities (restaurants, scales, service centers) and customer base; now BP-backed gives it scale advantages.
Regional players
- Kwik Trip: Large privately held Midwest convenience store and fuel retailer with ~850+ locations concentrated in Wisconsin, Minnesota, and Iowa. Comparable in convenience/fuel retail model and Midwest geographic footprint, though smaller-format stores vs. Sapp Bros.' full-service travel centers.
- Casey's General Stores: NASDAQ-listed convenience store and fuel retailer with ~2,900+ locations across 17 states, with a heavy Midwest presence. Comparable on the fuel-and-convenience retail model and proprietary prepared-food programs (kitchen, pizza) versus Sapp Bros.' travel center restaurants.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sapp Bros social profiles
Digital presenceSapp Bros financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sapp Bros leadership team
Management profileNumber of profiles
Profiles12 records
Sapp Bros subsidiaries and ownership
Company hierarchySubsidiaries6 records
Sapp Bros funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sapp Bros M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sapp Bros
What does Sapp Bros do?
Sapp Bros. operates 18 full-service travel centers along the Interstate 80 corridor (and I-15/I-29 extensions) offering diesel and gasoline fuel, multiple restaurant brands, showers, convenience stores, certified truck scales, and 11 co-located service centers. The company also runs a petroleum wholesale distribution network of 33+ locations delivering refined fuels, lubricants, DEF, propane, and specialty fuels to commercial, industrial, agricultural, and fleet customers across the Midwest and Mountain West.
Is Sapp Bros a public or private company?
Sapp Bros is a private company. It is classified as family owned and is currently operating.
When was Sapp Bros founded?
Sapp Bros was founded in 1971. It employs 1,001 to 5,000 people.
Where is Sapp Bros based?
Sapp Bros is headquartered in Omaha, United States, in the North America region.
How does Sapp Bros make money?
Nine revenue lines are on record. Fuel Sales are the primary driver. The others are restaurant Operations, service Center & Truck Repair, guest Rewards Loyalty Program, fleet Accounts & Express Card, wholesale Petroleum Distribution, tire Sales & Service, shower Facilities and retail Branding & Consulting.
Who are Sapp Bros's main competitors?
Broad incumbents on record are Sunoco LP, RaceTrac, Murphy USA and Global Partners. Direct peers are Pilot Travel Centers (Pilot Flying J), Love's Travel Stops, Maverik and TravelCenters of America. Regional players are Kwik Trip and Casey's General Stores.
Does Sapp Bros have an API?
No public API is recorded for Sapp Bros.
What industry is Sapp Bros in?
Sapp Bros's product category is Travel Center & Petroleum Distribution Services. Its primary akta.pro industry code is CRANAJAC, Truck Stops & Travel Centers (Fuel + Convenience), with a secondary code of EUALAIAF, Truck Stops & Travel Centers (Heavy-Duty Retail). Its NAICS code is 45711 and its SIC code is 5171.